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Brand personality: Exploring the potential to move from factor analytical to circumplex models
Author(s) -
Sweeney Jillian C.,
Brandon Carol
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20122
Subject(s) - psychology , personality , interpersonal communication , construct (python library) , big five personality traits , preference , social psychology , personality psychology , computer science , microeconomics , economics , programming language
With the proliferation of products and brands in the marketplace, brand personality has emerged as an important means of brand differentiation and thus of increasing consumer preference. However, little research has investigated this important construct, with the significant exceptions of Aaker's (1997) work, which is based on a factoranalytical approach. In response to the limitations of the factor approach to brand personality, this study explores the potential for advancing understanding of brand personality through a circumplex model derived from the fields of social and personality psychology and interpersonal psychiatry. The model is based on relationships between interpersonal personality traits or emotions and can assist academics and practitioners in understanding the brand personality concept. © 2006 Wiley Periodicals, Inc.