Focus on brand intangibles is an important and relatively unique aspect of branding research (Keller and Lehmann 2005). In recent years, marketing researchers have shifted their interest toward the symbolic meaning consumer attributes to brands (Austin, Siguaw, and Mattila 2003). One important symbolic brand association is brand personality. Brand personality is defined as "a set of human characteristics associated with a brand" (Aaker 1997). The present study undertakes an extensive review of the current state of knowledge regarding brand personality construct. In doing so, we review the literature on brand personality construct studies with a view to (i) analyzing the key methodological issues involved in the development of such scales (ii) discussing dimensional structure of brand personality scales.
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