Title

KY Gel is Exciting: A Replication of Aaker (1997)

Academic Level at Time of Presentation

Sophomore

Major

Psychology

Minor

Sociology

List all Project Mentors & Advisor(s)

Dr. Jana Hackthorn; Dr. Patrick Cushen

Presentation Format

Oral Presentation

Abstract/Description

This project will investigate the personality traits of current brands. In an original study (Aaker, 1997) of brand personality, a typology of personality traits commonly seen in brands (e.g., Ford is Tough) was created. However, the brands listed in the publication were outdated. Thus, a pilot study was conducted to find modern brands that fit the personality traits listed in Aaker (1997). Each brand was discussed and either eliminated or included via a discussion with all three authors. Brand inclusion was determined by face validity. As a second step, an online survey is currently collecting data in which participants are asked to rate each of the included brands/products on the various personality traits. It is expected that these ratings will lead us to a final and shorter list of products. Although this step is predominantly exploratory, it is expected that certain brands will group together, as well as the personality traits, themselves. A consistent grouping will validate the notion that a brand personality exists and is perceived in a reliable manner. Data is currently being collected.

Affiliations

Psychology: Completed Projects

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KY Gel is Exciting: A Replication of Aaker (1997)

This project will investigate the personality traits of current brands. In an original study (Aaker, 1997) of brand personality, a typology of personality traits commonly seen in brands (e.g., Ford is Tough) was created. However, the brands listed in the publication were outdated. Thus, a pilot study was conducted to find modern brands that fit the personality traits listed in Aaker (1997). Each brand was discussed and either eliminated or included via a discussion with all three authors. Brand inclusion was determined by face validity. As a second step, an online survey is currently collecting data in which participants are asked to rate each of the included brands/products on the various personality traits. It is expected that these ratings will lead us to a final and shorter list of products. Although this step is predominantly exploratory, it is expected that certain brands will group together, as well as the personality traits, themselves. A consistent grouping will validate the notion that a brand personality exists and is perceived in a reliable manner. Data is currently being collected.