Business Administration Faculty Publications
A Re-Examination of the Generalizability of the Aaker Brand Personality Measurement Framework
Document Type
Article
Publication Date
6-2003
Journal Title
Journal of Strategic Marketing
Volume
11
Issue
2
First Page
77
Last Page
92
Abstract
Conceptual, logical, and empirical arguments suggest there are important boundary conditions for the successful application of Aaker's brand personality measurement framework. Researchers are encouraged to utilize the framework in situations in which they are likely to have success (aggregating data across diverse product categories) and to proceed with extreme caution when using it in contexts in which they are likely to encounter difficulties (measuring the personality of individual brands or when aggregating data within a specific product category).
Keywords
Aaker Brand Personality Measurement Framework
Recommended Citation
Austin, Jon R.; Sigauw, Judy A.; and Matilla, Anna S., "A Re-Examination of the Generalizability of the Aaker Brand Personality Measurement Framework" (2003). Business Administration Faculty Publications. 79.
https://digitalcommons.cedarville.edu/business_administration_publications/79