An Empirical Investigation of the Product's Package as an Antecedent of Brand Personality

Although many studies have been carried out on the measure of brand personality, only a few have focused on marketers ’ communication efforts to convey particular personality traits to their brands and on the complex process of brand personality creation. David Aaker (1996) and Jennifer Aaker (1997) proposed the idea of interdependence between the physical attributes of the brand and its personality. Developing further this idea, we conducted a series of experiments to test the influence of color and shape on the perception of brand personality traits. The findings suggest that both visual characteristics influence the formation of brand personality traits espe-cially for a new product