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Destination Personality

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Brand Personality
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van Meer
Student (University), Netherlands

Destination Personality

I am applying the personality dimensions to destination brands. Has anyone done this before? I am doubting which model is more applicable (Aaker's Model or the model by McCray & Costa with their big five personality traits).
Aaker only describes positive traits, no negative ones, while this is possible as well. The big five does describe negative traits. Any advice?
 
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Carolyn Sang-Downer
Director, Jamaica
 

Aaker's Brand Model and Destination Personality

I did my dissertation on destination personality. In my questionnaire, respondents were asked to indicate, using a Likert scale, how descriptive the adjectives were in describing the destination.
My findings found Aaker's Brand Personality scale to be a valid measure of destination personality. However my studies - and others which I examined - showed that the descriptions are limited, and that traits that are more descriptive of destinations should be included.

 

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More on Brand Personality:
Summary
Discussion Topics
topic How to Create a Brand? The Brand Creation Process
topic Brand Personality - Education - Social Media Marketing
topic Brand Personality Questionaire
topic 6 Human Attributes of Human-Centric Brands (Kotler)
topic Brand Personality for Recruitment
topic CORPORATE Brand Personality Models
🔥 Do Female Brands Outperform Male Brands?
👀Destination Personality
topic Using Brand Personality Dimensions Model for Goal Setting
topic Branding Case: Why the Branding of Mauritius Failed
topic Global Marketing Strategy
topic Multi-attribute Theory
topic Employment Branding Survey
Special Interest Group

SIG Leader

Do you know a lot about Brand Personality? Become our SIG Leader

Knowledge Center

Brand Personality
Knowledge Center



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