The Relationship between Brand- and Media Personality Characteristics

Abstract

Brand personality has regained interest as a marketing topic since the development of the brand personality scale in 1997 by Aaker. Research, however, on personality traits of media channels as brands as such, but also as carriers of brand personalities of other brands, is still a rather untapped source. However, comparing brand with media personalities could probably reveal helpful insights to improve the current media selection algorithms which largely rely on the personalities and lifestyles of the users of the brands and media channels. The aim of this paper is to investigate the relationship between brand- and media personality characteristics. For this purpose, brands and media channels are described with the same personality characteristics so that they can be represented in the same perceptual mapping of personality characteristics.Media channels, Personality characteristics, Brands