Application of Aaker’s Brand Personality Scale on Human Brands in Surf Sports

Kakitek Agata ()
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Kakitek Agata: PhD student at College of World Economy, Warsaw School of Economics.

Journal of Management and Business Administration. Central Europe, 2018, vol. 26, issue 4, 11-31

Abstract: Purpose: This research explores the application of Aaker’s brand personality scale on human brands in surf sports. It investigates the potential for detecting differences in the brand personality profile used on human brands. Aaker (1997) developed a brand personality framework consisting out of five dimensions of brand personality and fifteen brand personality attributes. This framework has been used in several studies; however, it has been criticized by researchers for its lack of applicability as a general scale. This paper addresses this issue by testing all forty-two original brand personality attributes, used by Aaker, on professional surfers as human brands. A second objective was to establish an ultra-short scale for practical reasons since brand personality is often only one of several measures in a questionnaire.

Keywords: Human brands; brand personality scales; brand personality attributes; principle factory analysis; sports (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:26:y:2018:i:4:p:11-31:n:2

DOI: 10.7206/jmba.ce.2450-7814.240

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