A re-examination of the generalizability of the Aaker brand personality measurement framework

Conceptual, logical, and empirical arguments suggest there are important boundary conditions for the successful application of Aaker's brand personality measurement framework. Researchers are encouraged to utilize the framework in situations in which they are likely to have success (aggregating data across diverse product categories) and to proceed with extreme caution when using it in contexts in which they are likely to encounter difficulties (measuring the personality of individual brands or when aggregating data within a specific product category).