Brand personality

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žbrand personality (BP) describe what individual feel and think on a certain brand

Definition:

BP is a set of human characteristics that become associated with brand.

There are 5 traits of BP:

  1. sincerity
  • Honest
  • down to earth
  • Wholesome
  • cheerful
 2. Excitement

  • Daring
  • Spirit
  • Imaginative
  • Up-to-date
 3.Competence

  • Reliable
  • Intelligent
  • successful
 4. Sophistication

  • Upperclass
  • charming
 5.Ruggedness

  • Outdoorsy
  • tough

 

So which personality can describe you in choosing or buying product.

Established scale to measure BP can be found online. Try search Aaker’s Brand personality Scale.

One of the online article that employed Aaker’s scale can be found through this link

http://www.diva-portal.org/smash/get/diva2:426569/FULLTEXT02.pdf

 

 

Follow Nor Akmar Nordin:

Dr. Akmar Nordin is a Senior Lecturer in Industrial and Organisational Psychology. Her academic and research interests focus on workplace psychology, particularly in areas such as work engagement, leadership, psychological capital, and employee wellbeing. She is actively involved in teaching, supervising undergraduate and postgraduate students, and contributing to academic programme development. Her research also explores contemporary workplace issues including Generation Z employees, psychological resilience, and behavioural interventions for organisational improvement. Through her work, she aims to bridge psychological theory and practical workplace applications to enhance organisational effectiveness and employee development.