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AGEMENT PERSPECTIVE
Figure 2: Five dimensions of the brand personality after adaptation
Source: Jennifer L Aaker, D.A. (2002). Building Strong Brands. London, England: Simon & Schuster
The brand personality has a concept of positioning to imitate than product attributes, so it affords a more
the personality with specific meanings to the sustainable advantage. Studies have also
customers. Therefore the customers will use brands demonstrated that brand personality can evoke
with personality to build their own self-image. emotions (Biel 1993), build trust and loyalty
Furthermore, the brand personality help distinct the (Fournier 1998), and enhance consumer preference
product out of the crowds when it come to the (Aaker 1999).
competition. Then, it will help the products Most advertisements contain visual elements, and
differentiate themselves, resulting into the many advertisements provide little product attribute
competitive advantage. The individuals use the brand information. The latter advertisements seem to be
with the personality that they perceive themselves designed to either trigger an emotional reaction or
to be, which can be called ‘Self-Concept’. Self- portray visually the typical users of the brand.
concept can be defined as “the totality of the Current models of persuasion, however, generally
individual’s thoughts and feelings having reference assume that attitude formation and change, and
to himself as an object” (Rosenberg, 1979). In the eventually behavior, are based on the acquisition and
other words, they use the brands with the personality retrieval of verbal information about the product. The
to describe their particular personality. cognitive response approach (e.g., Greenwald 1968;
(Diamantopoulos A.; Smith G.; Grime I, 2007). Wright 1974), for instance, focuses on the verbal
Marketers use brand personality, the set of human thoughts about the product generated during
characteristics associated with a brand (Plummer exposure to a persuasive communication, while the
1985) to establish a unique identity for their brand. cognitive structure approach (Lutz1975; Olson and
Practitioners have testified to the advantages of brand Mitchell 1975) focuses on the product attribute
personality in contributing to brand equity (Biel beliefs acquired or changed by a persuasive
1993; Ogilvy 1985). As brand personality is difficult communication. One reason why these approaches
(32)
Figure 2: Five dimensions of the brand personality after adaptation
Source: Jennifer L Aaker, D.A. (2002). Building Strong Brands. London, England: Simon & Schuster
The brand personality has a concept of positioning to imitate than product attributes, so it affords a more
the personality with specific meanings to the sustainable advantage. Studies have also
customers. Therefore the customers will use brands demonstrated that brand personality can evoke
with personality to build their own self-image. emotions (Biel 1993), build trust and loyalty
Furthermore, the brand personality help distinct the (Fournier 1998), and enhance consumer preference
product out of the crowds when it come to the (Aaker 1999).
competition. Then, it will help the products Most advertisements contain visual elements, and
differentiate themselves, resulting into the many advertisements provide little product attribute
competitive advantage. The individuals use the brand information. The latter advertisements seem to be
with the personality that they perceive themselves designed to either trigger an emotional reaction or
to be, which can be called ‘Self-Concept’. Self- portray visually the typical users of the brand.
concept can be defined as “the totality of the Current models of persuasion, however, generally
individual’s thoughts and feelings having reference assume that attitude formation and change, and
to himself as an object” (Rosenberg, 1979). In the eventually behavior, are based on the acquisition and
other words, they use the brands with the personality retrieval of verbal information about the product. The
to describe their particular personality. cognitive response approach (e.g., Greenwald 1968;
(Diamantopoulos A.; Smith G.; Grime I, 2007). Wright 1974), for instance, focuses on the verbal
Marketers use brand personality, the set of human thoughts about the product generated during
characteristics associated with a brand (Plummer exposure to a persuasive communication, while the
1985) to establish a unique identity for their brand. cognitive structure approach (Lutz1975; Olson and
Practitioners have testified to the advantages of brand Mitchell 1975) focuses on the product attribute
personality in contributing to brand equity (Biel beliefs acquired or changed by a persuasive
1993; Ogilvy 1985). As brand personality is difficult communication. One reason why these approaches
(32)
