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Dimensionen der Markenpersönlichkeit

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Handbuch Markenführung

Part of the book series: Springer Reference Wirtschaft ((SRW))

Zusammenfassung

Marken werden oft mit Menschen verglichen. Sie sollen über eine Persönlichkeit verfügen wie ein Mensch. Zur Erklärung der menschlichen Persönlichkeit wurde umfangreiche Forschung betrieben. Unter anderem wurden die „Big Five“ Persönlichkeitsdimensionen entwickelt und deren jeweilige Bedeutung in verschiedenen Studien beleuchtet. Mit Blick auf die Konsumentenforschung wurde kein vergleichbares Konzept entwickelt, welches die Markenpersönlichkeit erklärt. In dieser Studie wird erstmals der theoretische Rahmen zur Erklärung von Entstehung, Struktur, Messung und Wirkung der Markenpersönlichkeit entwickelt. Die Markenpersönlichkeit setzt sich aus fünf Dimensionen zusammen (Aufrichtigkeit, Erregung, Kompetenz, Kultiviertheit, Robustheit).

Bei dem Beitrag handelt es sich um eine gekürzte und modifizierte Fassung der Veröffentlichung „Dimensions of Brand Personality“ (Aaker, J., 1997, Journal of Marketing Research, Vol. 34, August, pp. 347–356). Der Herausgeber dankt der American Marketing Association für die bereitwillige Freigabe des Copyright.

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Notes

  1. 1.

    Die Reliabilitätskoeffizienten für die fünf Dimensionen lagen zwischen 0,74 und 0,77.

  2. 2.

    Beispielsweise Liebenswürdigkeit und Aufrichtigkeit beinhalten beide die Vorstellung von Wärme und Akzeptanz. Extrovertiertheit und Erregung/Spannung deuten beide auf Vorstellungen von Geselligkeit, Energie und Aktivität hin. Dagegen weisen Gewissenhaftigkeit und Kompetenz auf Verantwortungsbewusstsein, Zuverlässigkeit und Sicherheit hin.

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Authors and Affiliations

  1. Stanford Graduate School of Business, Stanford University, Stanford, USA

    Jennifer L. Aaker

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  1. Jennifer L. Aaker
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Correspondence to Jennifer L. Aaker .

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  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany

    Franz-Rudolf Esch

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Aaker, J.L. (2019). Dimensionen der Markenpersönlichkeit. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_63

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  • DOI: https://doi.org/10.1007/978-3-658-13342-9_63

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