The Transfer of Personality to Brands from Associated Spokespersons

Obinna Obilo

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


How do brands develop personalities? This research is an attempt to extend the concept put forth by Aaker (1997) i.e. the development of a brand personality scale. Brand Personality is defined as “the set of human characteristics associated with a brand” (Aaker 1997).The concept of Brand Personality is predicated on the assumption that certain human personality traits are assigned in general by consumers to brands. This research thus intends to investigate how new brands can develop these human-like personality traits.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2015
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


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