Determination of Brand Personality Dimensions for a Laptop Computer Using Aaker’s Brand Personality Scale

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Rev. Integr. Bus. Econ. Res. Vol 1(1)

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DETERMINATION OF BRAND
PERSONALITY DIMENSIONS FOR A
LAPTOP COMPUTER USING AAKER’S
BRAND PERSONALITY SCALE
Mohd Shoki. Bin Md.Ariff*
Faculty of Management and Human Resource
Development,
Universiti Teknologi Malaysia, Malaysia m-shoki@utm.my Ooi Teck Lim
Norhayati Zakuan
Nawawi Ishak
Faculty of Management and Human Resource Development,
Universiti Teknologi Malaysia, Malaysia
Khalid Ismail
Universiti Pendidikan Sultan Idris, Malaysia lidkha_515@yahoo.com Abstract
This research was conducted to (i) identify brand personality dimensions of a laptop computer amongst computer science students; (ii) examine significant differences in the brand personality dimensions of the
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Specifically, in the first objective, we looked to see if this laptop computer brand have a brand personality and the second objective is to identify how this personality differs according to the demographic background of its users and users of other brands.
Lastly, in the third objective we investigated the relationship between the laptop computer brand’s perceived personality and its perceived quality ratings.
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LITERATURE REVIEW

What is brand personality?

As defined by Aaker (1997), brand personality refers to the set of human characteristics associated with a brand. Aaker assumes that the brands are the same with the human personality or character, and the brand personality is created when a consumer attached his or her personality-like character to a specific brand. According to Hawkins, et al (2001), brand personality can be considered as “what type of person the brand would be if it were human and what it would do and like”.
Copyright  2012 Society of Interdisciplinary Business Research (www.sibresearch.org)

Rev. Integr. Bus. Econ. Res. Vol 1(1)

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Brand as a person/symbolic use

As suggested by Aaker (1997), brand personality is created in the perspective of brand as a person. It has the same concept with Hawkins, Best, and Coney (2001) where they assume that the brand to be a human and every human has his own personality.
Beyond such

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