University Assignment: Article Review on Brand Personality - MGT 2020

This report presents a comprehensive review of Jennifer Aaker's article on brand personality, focusing on its dimensions and implications. The review summarizes the article's core arguments, research methodology, and key findings, which include the identification of five primary dimensions: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. The research utilized questionnaires to analyze consumer perceptions of brand personality and its influence on consumer behavior. The review also critically evaluates the article, discussing its limitations, such as the focus on product alone and the lack of cultural diversity in the research sample. Furthermore, the report analyzes the positive aspects of the research, highlighting its contributions to understanding brand equity and consumer choice, and provides insights into how marketers can leverage the findings to influence consumer decisions through product design, promotion, and marketing strategies. The review emphasizes the importance of brand personality in creating emotional connections with consumers and its role in shaping brand image and overall marketing success. It also suggests areas for future research, such as incorporating packaging, marketing strategies, and diverse cultural contexts into the analysis. This review offers a comprehensive overview of the article, its strengths, weaknesses, and practical applications in the field of marketing.

RUNNING HEAD: ARTICLE REVIEW
Article Review on Brand Personality
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1ARTICLE REVIEW
The article discusses about the various dimensions and definitions regarding brand personality.
The main objective of the paper is to explore the core meaning of the term brand personality. The
author in the article argues that the term brand personality had been used and defined on the
basis of the associated ideas of consumer behaviour which are more inclined on the personality
of the consumer or the consumer psychology.. The main objective of the author is to describe the
different dimensions like Sincerity, Excitement, Competence, Sophistication, and Ruggedness.
As the method of the research, the researcher made use of 1200 questionaries that were sent to
the subjects. The sampling was done on the demographic criteria where the 34% had the house
hold income. 55% were female and aged between 18 to 24. It then focused on the choice of the
subjects of their gift materials. the questions were based on the variety of products and how the
consumers identify themselves with the personality of the product. The result showed that in
their answers there was huge stress on the five dimensions. The dimension are expected to
influence the consumer behaviours as it has the potential to get associated with the consumer
self. The companies can make use of the theory for influencing the customer’s choice and
understanding the changing demands of market.
Though the concept of brand personality is to some extent associated with the consumer
behaviour, however, the author argues that it has separate sets of dimensions that distinguish it
from the other known constructs. The research particularly focuses on the five dimensions of
brand personality and establishes a clear distinction from the other perceived notions. It is been
an effective study on the ground that it distinguishes between the personality of the brand and the
image of the brand. While imagery constitutes the tangible benefits, personality creates an
emotional association. The research has also shed light on the relation between brand personality
and brand equity. The research has also been effective in understanding that there are associated

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risks in having a defined personality in the growing demand arena. However, the findings that
the consumer focuses on the five dimensions can make the companies to create innovative ideas
on influencing the buying decisions.
The article is however, not devoid of limitations. The main limitation of the study that it
has taken only the product to be the main aspect of consideration. The other aspects that can also
influence the brand personality are the packaging and the marketing strategies. Moreover, it also
has not taken into account the various cultures. Ethnic race and social culture also plays
important role in shaping buying decisions. Since the article did the research only on a particular
geographical area, it lacked the diversity.

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Bibliography:
Dimensions of Brand Personality Author(s): Jennifer L. Aaker
Source: Journal of Marketing Research, Vol. 34, No. 3 (Aug., 1997), pp. 347-356
Published by: American Marketing Association