The foundational measure of brand personality — the set of human characteristics associated with a brand. Five dimensions capture the major personality traits consumers project onto brands: Sincerity (down-to-earth, honest, wholesome), Excitement (daring, spirited, imaginative), Competence (reliable, intelligent, successful), Sophistication (upper class, charming), and Ruggedness (outdoorsy, tough). One of the most widely cited scales in marketing.
Aaker, J.L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347–356.
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