Brand personality and human personality: Findings from ratings of familiar Croatian brands

The present article focuses on two main problems: determining the factor structure of personality ratings of familiar Croatian brands and determining how different levels of data aggregation can affect the dimensionality and the nature of extracted factors. Following Aaker's seminal study [Aaker, J. Dimensions of brand personality. Journal of Marketing Research 1997; 24: 347–356], which aims to identify the dimensions of brand personality, this...