The role of brand personality in the formation of consumer affect and self-brand connection

What is it about?

The authors propose that the attributes of a brand underlying deeper consumer-brand relationships are the human qualities associated with a brand (i.e., sincerity, competence, excitement, sophistication, and ruggedness), otherwise known as brand personality traits (Aaker, 1997). They further propose that some brand personality traits will be more important than others for evoking affect from, and establishing connections with, consumers.

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