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概要

Jennifer Aaker (Journal of Marketing Research、8/97、PPのBrand Personality Dimensions。 347-356) 5つの中心の次元のブランド、一組の面に分けられるそれぞれの「人格を"記述し、測定するframeworkはある。


それは人間との類似の使用によってブランドのプロフィールを記述するモデルである。


5つの中心の次元および面

これらは次のとおりである:Jennifer Aaker Brand Personality Dimensions

  • 誠実(現実的、正直、健康によく、陽気)
  • 興奮(、想像的、最新spirited斬新な)
  • 能力(信頼できる、理性的、成功した)
  • 洗練(上流階級、魅了する)
  • 険しさ(outdoorsy、堅い)

各面は一組の特質によって次々と測定される。 特質の測定は各特質が特定のブランドを記述する範囲を評価する5ポイント・スケール(1 =全く説明的、5 =非常に説明的)を使用して終った。


each of面に属する特質の説明

これらの特質は次のとおりである:

  • 、家族方向づけられる現実的=現実的、小さ町
  • 、誠実正直=正直、実質
  • 健康によく=健康によい、元
  • 、感情的陽気=陽気、友好的
  • 、粋斬新=斬新、刺激する
  • Spiritedは=、涼しい、若いspirited
  • 想像的=想像的、独特
  • 、独立した最新=最新、現代
  • 安全な信頼できる=信頼できる、堅い働き
  • 、技術理性的=理性的、企業
  • の確信しているリーダー成功した=成功した
  • 、魅力的上流階級=上流階級、格好良い
  • 、女らしい魅了する=滑らかな魅了
  • 、男性Outdoorsy = outdoorsy、西側
  • 堅く=堅い、険しい

Jennifer AakerのBrand Personality Dimensionsのframeworkがブランドの現状(IST)を調査し、ブランドの望ましい将来のステータス(SOLL)を記述するのに使用することができる。


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