FailFake

FailFake As we have already said, one of the most widely used theories in the construction of brand personality is the so-called big five model of personality (Goldberg, 1990). In this model, the wide variety of traits used to describe human personality are condensed into five categories. These are: "extroversion, agreeableness, conscientiousness, emotional stability, and openness" (Goldberg, 1990). After transferring this theory from the Big Five to brands, Aaker became “sincerity, excitement, competence, sophistication and ruggedness” (Aaker J., Dimensions of brand personality, 1997). https://failfake.com/pl/