Abstract
Brand personality and attributing human characteristics to brands when evaluating them has been examined within the marketing and consumer behaviour literature in recent years. Notable has been the brand personality scale developed by Aaker (1997) which outlines 42 traits on five dimensions. This scale has demonstrated how consumers can use human metaphors or characteristics when making evaluations of brands and that a certain level of projection is required for consumers to feel they can make adequate assessments of the brands they encounter.
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Spielmann, N. (2015). The Restaurant Personality Scale. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_75
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DOI: https://doi.org/10.1007/978-3-319-10963-3_75
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10963-3
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