This article discusses dimensions of brand personality and identifies five key dimensions that consumers use to describe brands: sincerity, excitement, competence, sophistication, and ruggedness. These five dimensions were found through a study analyzing how consumers perceive and describe brands in human terms and as having distinct personalities. The dimensions provide a framework for understanding how brand personality influences consumer behavior.

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Dimensions of brand personality
Jennifer L Aaker
JMR, Journal of Marketing Research; Aug 1997; 34, 3; ABI/INFORM Global
pg. 347

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