Revisiting Aaker'S (1997) Brand Personality Dimensions: Validation and Expansion

Using qualitative data from 230 respondent descriptions of four consumers' auto-photographical product selections, this paper examines whether Aaker's model of brand personality should be expanded; and if the concept of brand personality is also transferable to products not clearly identified or presented to respondents as recognisable brands. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 363 Advances in Consumer Research Volume 40, ©2012 Revisiting Aaker's (1997) Brand Personality Dimensions: Validation and Expansion Renu Emile, Auckland University of Technology, New Zealand Mike Lee, University of Auckland, New Zealand ABSTRACT Using qualitative data from 230 respondent descriptions of four consumers' auto-photographical product selections, this paper examines whether Aaker's model of brand personality should be expanded; and if the concept of brand personality is also transferable to products not clearly identified or presented to respondents as recognisable brands