Measurement Characteristics of Aaker's Brand Personality Dimensions: Lessons to be Learned from Human Personality Research

ABSTRACT By referring to research on the measurement of the Big Five personality factors, this article investigates measurement characteristics of brand personality (BP) dimensions. The authors apply a meta‐analysis and investigate the intercorrelations and reliabilities of the BP dimensions of Sincerity, Excitement, Competence, Sophistication, and Ruggedness, as suggested by Aaker (1997). Similar to the Big Five personality factors, the measurement of BP reveals interdependence of the dimensions and one General Personality Factor. Furthermore, the reliabilities reveal instability across method characteristics, for instance, the use of facets as opposed to traits in measuring BP drives up the reliabilities of those dimensions with a larger number of items (e.g., Sincerity). Finally, as with the Big Five, the BP dimensions show differential effects on performance measures (as assessed by brand attitude) and thus support the predictive power of the single dimensions. The findings provide insights into the dimensional structure of BP and its stability, and support the transferability of the Big Five personality factors to nonhuman domains. Importantly, the article outlines relevant avenues for future research on BP measurement.