Proceedings of 11th International Business and Social Science Research Conference
8 - 9 January, 2015, Crowne Plaza Hotel, Dubai, UAE, ISBN: 978-1-922069-70-2
Conforming Aaker’s Brand Personality Dimensions on the
Advertising Industry: A Study in the UAE
Seena Biju1 and Khyati Shetty2
In recent years, researchers have been using the concept of brand personality to
describe brands and have attempted, show how they relate to the consumer and this has
also led to a significant research on developing tools to measure the personality of
brands. Although, most of these marketing research are concerted around brand
personality of conventional product brands, the new realms of marketing beacons the
application of branding constructs to non-traditional dimensions, such as concentrating
on a holistic industry. The principal objective of this study was to develop an exploratory
investigation of the dimensions of brand personality for the advertising as an industry.
There were two focus group interviews and questionnaires from 280 respondents were
gathered to capture perceptions of the Brand personality of the Advertising industry.
Conducted in the UAE (Oct’13 – Nov’14) the study has more than 80% respondents from
the Emirates. The top of the mind words used to describe the industry include Creative,
Dynamic, Exciting, Attractive and Innovative. The key personality dimensions of the
Advertising industry as observed by this study are Competency, Sophistication, Rigid,
Excitement, and Sincerity. The theory of Structural Equation modeling has been used to
validate the responses and findings of the study. The final model is based on 21
dimensions distributed across 5 latent dimensions representative of the Advertising
Industry.
Keywords: Brands, Brand Management, Brand personality, Advertising, SEM
1
Dr. Seena Biju, TA Pai Management Institute, AACSB accredited, India, Email: seena@tapmi.edu.in
Ms. Khyati Shetty, School of Management Studies, Manipal University, Dubai UAE,
Email: Khyati.shetty@manipaldubai.com
2