Brand personality refers to human personality traits associated with a brand. Through a series of studies, Aaker (1997) uncovers five dimensions of brand personality: sincerity (down-to-earth, honest, wholesome and cheerful), excitement (daring, spirited, imaginative and up-to-date), competence (reliable, intelligent and successful), sophistication (upper class and charming) and ruggedness (outdoorsy and tough). Although brand personality has attracted interests from marketing researchers for several decades, relatively little work has been conducted to examine how the brand personality construct can be applicable when a country is used as a brand. To fill this gap, a survey research was conducted with Thai consumers to examine how the Aaker's five dimensions are replicated and applicable for a country. The study results from factor analysis reveal that most of the personality items load on the intended dimensions. Therefore, it appears that the five brand personality dimensions as uncovered by Aaker (1997) are fairly robust in measuring country personality although some discrepancies remain. Our findings suggest avenues in future research to refine and develop a scale to specifically measure country personality.
Kullanun Sripongpun, Khon Kaen University, Thailand
Kawpong Polyorat, Khon Kaen University, Thailand
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