An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study

Due to high competition and low switching cost, marketers need to differentiate a brand from others that are fulfilling similar consumer needs. Brand personality is one of the effective terms that create brand differentiation. Aaker’s brand personality model that comprises of five dimensions (Sincer...

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Main Authors:	Ahmed, Muhammad, Jan, Muhammad Tahir
Format:	Conference or Workshop Item
Language:	English
Published:	2014
Subjects:	HF5001 Business. Business Administration
Online Access:	http://irep.iium.edu.my/41023/ http://irep.iium.edu.my/41023/ http://irep.iium.edu.my/41023/1/41023.pdf

id	iium-41023
recordtype	eprints
spelling	iium-410232018-06-19T02:55:53Z http://irep.iium.edu.my/41023/ An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study Ahmed, Muhammad Jan, Muhammad Tahir HF5001 Business. Business Administration Due to high competition and low switching cost, marketers need to differentiate a brand from others that are fulfilling similar consumer needs. Brand personality is one of the effective terms that create brand differentiation. Aaker’s brand personality model that comprises of five dimensions (Sincerity, Excitement, Competence, Sophistication and Ruggedness) has opened research gates in the field of marketing. Despite considerable amount of literature reported on Aaker’s brand personality model, research scholars have also criticized it due to the limited generalizability across different countries and cultures. This conceptual paper aims to highlight criticism on Aaker’s brand personality model and proposes an Islamic brand personality model with few existing (Aaker’s dimensions) and four new dimensions. Furthermore, considering religion as an important element of culture, brand personality in Muslim collectivist countries such as Malaysia needs to be explored. Potential research on brand personality of Islamic organizations such as Islamic banks is also proposed. This will enable Islamic banks to adopt the characteristics of Islamic brand personality which will ultimately create differentiation and attract Muslim consumer market. 2014-08-19 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/41023/1/41023.pdf Ahmed, Muhammad and Jan, Muhammad Tahir (2014) An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study. In: 2nd International Conference on Management from Islamic Perspective (ICMIP-2 2014), 19-20 August 2014, Gombak, Kuala Lumpur. (Unpublished) http://www.iium.edu.my/kenms/events/2nd-international-conference-management-islamic-perspective-icmip2-2014
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	HF5001 Business. Business Administration
spellingShingle	HF5001 Business. Business Administration Ahmed, Muhammad Jan, Muhammad Tahir An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
description	Due to high competition and low switching cost, marketers need to differentiate a brand from others that are fulfilling similar consumer needs. Brand personality is one of the effective terms that create brand differentiation. Aaker’s brand personality model that comprises of five dimensions (Sincerity, Excitement, Competence, Sophistication and Ruggedness) has opened research gates in the field of marketing. Despite considerable amount of literature reported on Aaker’s brand personality model, research scholars have also criticized it due to the limited generalizability across different countries and cultures. This conceptual paper aims to highlight criticism on Aaker’s brand personality model and proposes an Islamic brand personality model with few existing (Aaker’s dimensions) and four new dimensions. Furthermore, considering religion as an important element of culture, brand personality in Muslim collectivist countries such as Malaysia needs to be explored. Potential research on brand personality of Islamic organizations such as Islamic banks is also proposed. This will enable Islamic banks to adopt the characteristics of Islamic brand personality which will ultimately create differentiation and attract Muslim consumer market.
format	Conference or Workshop Item
author	Ahmed, Muhammad Jan, Muhammad Tahir
author_facet	Ahmed, Muhammad Jan, Muhammad Tahir
author_sort	Ahmed, Muhammad
title	An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
title_short	An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
title_full	An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
title_fullStr	An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
title_full_unstemmed	An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
title_sort	extension of aaker’s brand personality model from an islamic perspective: a conceptual study
publishDate	2014
url	http://irep.iium.edu.my/41023/ http://irep.iium.edu.my/41023/ http://irep.iium.edu.my/41023/1/41023.pdf
first_indexed	2023-09-18T20:58:46Z
last_indexed	2023-09-18T20:58:46Z
_version_	1777410481702567936

An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study

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