KY Gel is Exciting: A Replication of Aaker (1997)
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 However, the brands listed in the publication were outdated.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.
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 However, the brands listed in the publication were outdated.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.