A re-examination of the generalizability of the aaker brand personality measurement framework

Jon R. Austin, Judy A. Siguaw, Anna S. Mattila

Research output: Contribution to journalArticle

132 Scopus citations

Abstract

Conceptual, logical, and empirical arguments suggest there are important boundary conditions for the successful application of Aaker’s brand personality measurement framework. Researchers are encouraged to utilize the framework in situations in which they are likely to have success (aggregating data across diverse product categories) and to proceed with extreme caution when using it in contexts in which they are likely to encounter difficulties (measuring the personality of individual brands or when aggregating data within a specific product category).

Original languageEnglish (US)
Pages (from-to)77-92
Number of pages16
JournalJournal of Strategic Marketing
Volume11
Issue number2
DOIs
StatePublished - Jan 1 2003

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Marketing

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