Brand Personality Characteristics.

An abstract is required. Oxfam Australia is an independent, not-for-profit, secular, community-based aid and development organization in Australia. It works to provide more and more people with a sustainable livelihood, access to social services, an effective voice in decisions, safety from conflict and disaster, and equal rights and status.

Jennifer Aaker defined brand personality as “the set of human characteristics associated with a brand” (347). Aaker argued that substantial amount of research on personality dimensions had been done earlier in personality psychology to conceptualize human personality, but similar parallel research on brand personality was non-existent, in the extent consumer behaviour literature (347).

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To address this issue Aaker developed a special measure of brand personality that consisted of 42 traits and five dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Aaker’s model of brand personality was the pioneering work in Brand personality literature and set precedent for similar studies (Ferrandi et al, 7-13 ).

Brand personality in charity sector received specific consideration, for the first time, in 2005 when (Venable et al) tried to develop a separate measure of Charity brand personality. (Venable et al) opined that the brand personality scale developed by Aaker is more suitable for-profit organization and can not be generalized for a Nonprofit organization, as patronizing Charity organization involves more of Social consideration rather than Economic consideration they opined that, as economic consideration in a charity is limited to Tax exemption on account of donations made to the charity.

Thus Brand personality of a charity should reflect the social orientation to be distinctive and relevant. (Venable et al) replaced Aaker’s 5-dimensional brand personality construct with a more specific 4-dimensional brand personality construct, for Nonprofit. Their model shared two dimensions i.e. Sophistication and Ruggedness with Aaker’s model but added two separate dimensions i.e. Nurturance and Integrity.

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