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Application of Aaker’s Brand Personality Scale on Human Brands in Surf Sports

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  • Kakitek Agata

    (PhD student at College of World Economy, Warsaw School of Economics.)

Abstract

Purpose: This research explores the application of Aaker’s brand personality scale on human brands in surf sports. It investigates the potential for detecting differences in the brand personality profile used on human brands. Aaker (1997) developed a brand personality framework consisting out of five dimensions of brand personality and fifteen brand personality attributes. This framework has been used in several studies; however, it has been criticized by researchers for its lack of applicability as a general scale. This paper addresses this issue by testing all forty-two original brand personality attributes, used by Aaker, on professional surfers as human brands. A second objective was to establish an ultra-short scale for practical reasons since brand personality is often only one of several measures in a questionnaire.

Suggested Citation

  • Kakitek Agata, 2018. "Application of Aaker’s Brand Personality Scale on Human Brands in Surf Sports," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(4), pages 11-31, December.
    • Handle: RePEc:vrs:jmbace:v:26:y:2018:i:4:p:11-31:n:2
    DOI: 10.7206/jmba.ce.2450-7814.240
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    References listed on IDEAS

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    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
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    5. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    6. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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    More about this item

    Keywords

    Human brands; brand personality scales; brand personality attributes; principle factory analysis; sports;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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