Journal of Islamic Marketing

An extension of Aakers brand personality model from Islamic perspective: a

conceptual study
Muhammad Ahmed, Muhammad Tahir Jan,
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JIMA
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Received 28 October 2014
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Accepted 10 January 2015
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Journal of Islamic Marketing
Vol. 6 No. 3, 2015
pp. 388-405
Emerald Group Publishing Limited
1759-0833
DOI 10.1108/JIMA-10-2014-0068
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An extension of Aakers brand
personality model from Islamic
perspective: a conceptual study
Muhammad Ahmed and Muhammad Tahir Jan
Department of Business Administration,
International Islamic University Malaysia, Kuala Lumpur, Malaysia
Abstract
Purpose The purpose of this paper is to browse literature based on Aakers brand personality modal
and highlight criticism on it. Furthermore, the study proposes an Islamic brand personality modal
based on Islamic teachings.
Design/methodology/approach Extensive research on Muslim characteristics based on Quran,
hadith and scholarly work of traditional and modern scholars has been used to assess Aakers model.
Expert opinions of faculty members from relevant field are also taken into consideration to propose
Islamic brand personality model.
Findings Aakers brand personality dimensions have been revised in the light of Islamic teachings.
As a result, few pre-existing dimensions have been re-named and several new dimensions such as moral
character and trustworthiness are also included.
Research limitations/implications Considering the gap found in literature, the need to conduct
brand personality research in the service industry such as Islamic banks is highlighted.
Practical implications Islamic brand personality model may help marketers effectively
differentiate Islamic brands such as Islamic banks. It may also reinforce advertising techniques/tools to
attract a large Muslim consumer market.
Originality/value This paper is one of the early attempts to see brand personality from Islamic
perspective.
Keywords Malaysia, Brand personality, Islamic perspective
Paper type Conceptual paper
1. Introduction
Brand personality plays a vital role with respect to consumers decision-making, their
buying intentions and how they uphold a strong brand relationship (Bouhlel et al., 2009;
Louis and Lombart, 2010). Brand personality is defined as the set of human
characteristics associated with the brand (Aaker, 1997). With the consumption or
possession of a particular brand (Johar et al., 2005; Ouwersloot and Tudorica, 2001),
brand personality helps consumers express their actual self (what they actually are),
ideal self (what they want to be) or social self (Belk, 1988; Malhotra, 1988).
Today, due to growing competition and availability of multiple alternatives, it is
important for marketers to differentiate their brands from others. It has been argued that
just like one person is different from others due to his/her personality traits, similarly, a
brand can also differentiate itself from other brands with the help of its distinct features
(Caprara et al., 2001). Marketers are using brand personality as one of the effective
approaches to create differentiation (Thomas and Sekar, 2008). Not only this, brand
 personality can establish competitive advantage (Freling and Forbes, 2005) and helps in Aakers brand
sustaining it (Pankaj, 2004). Furthermore, brand personality is claimed to provide soul personality
to the brand, which ultimately helps in developing brand image (Ouwersloot and
Tudorica, 2001). It also affects brand trust (Bouhlel et al., 2011) along with developing a
model
strong consumer-brand relationship (Sung and Kim, 2010) that eventually creates brand
equity (Aaker, 1999; Biel, 1993).
Aaker has come up with both the definition (mentioned earlier) and measurement of 389
brand personality. Aakers brand personality model consists of five dimensions,
namely, sincerity, excitement, competence, sophistication and ruggedness (Aaker,
1997). Since this model has been developed, researchers have used it in three major
directions. One is related to brand personality dimensions across countries; the second
direction is focused on antecedents of brand personality and the third direction is toward
the consequences of brand personality (Wang and Yang, 2008). This paper is concerned
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with the first research stream.

Despite the contribution Aakers model has made, few scholars have criticized it too.
Their criticism refers to few limitations that the model has exhibited. Aaker herself has
mentioned that the model represents US population only. It is implied that different
results might occur if this model is applied in other population (Aaker, 1997). Culture is
an important element of a country. It may question the generalizability of this model
across countries due to the different perception consumers have about brand personality
in their cultures (Lee and Kang, 2013). Wilson and Grant (2013) assert that brands are
being perceived in relationship with culture lately. Brand personality has been studied
in different countries (or cultures). Research on brand personality in Korea has come up
with a completely new dimension, for example, cute, replacing one of the existing
dimensions in the model (Yang and Cho, 2002). Despite few similarities in relation to
brand personality dimensions found in USA, Japan and Spain, research has highlighted
few unique dimensions that emerged specifically from their culture, for example,
passion from Spain and peacefulness from Japan (Aaker et al., 2001). Two dimensions of
Aakers model, namely, ruggedness and excitement, have been found to be weak in
relationship with brand attitude and brand commitment (Eisend and Stokburger-Sauer,
2013). Similarly, ruggedness and sophistication do not match with five-factor model (Big
Five) of human personality (Azoulay and Kapferer, 2003; Geuens et al., 2009).
Aakers brand personality model has been studied in different countries and cultures.
Most of them are individualistic in general and non-Muslim in particular. Minimal
research has been conducted on Muslims or Muslim majority countries such as
Malaysia with a collectivist culture. Furthermore, this cultural gap can be extended
toward religion, an important element of culture. Little research has been done in this
regard. Recently, the concept of halal brand personality has been discussed with the help
of Aakers brand personality model (Borzooei and Asgari, 2013). There is a dearth of
knowledge regarding the relationship between brand personality and the extent to
which a person is associated with religion.
In addition, previous research on brand personality has been conducted mostly on
product brands (Wang et al., 2009). Brand personality of service industry such as banks
or insurance companies is still understudied. Just like Islamic finance in countries like
Malaysia is providing opportunities not only for Muslims but also for non-Muslims to
cultivate the worlds huge Muslim market, future research can also focus on the brand
personality of Islamic banks. However, there is a need to comprehend Aakers model by
 JIMA adding dimensions such as religiosity, privacy and confidentiality, trust and the notion
6,3 of riba-free banking.
The reason to conduct study in Muslim countries is due to the fact that Muslims
comprise 21 per cent of the worlds population (CIA Factbook, 2009). Over 50 countries
in the continents of Asia, Africa and Europe consist of majority Muslims with their
religion, i.e. Islam, as the fastest religion spreading in the world (Saeed et al., 2001). There
390 are 57 member countries under Organization of the Islamic conference with their joint
gross domestic product of about US$8 trillion before 2008 (Alserhan, 2010b). Hence, it is
important to cultivate this lucrative market and it is possible only if their religious
beliefs and views about organizations and brands are understood clearly.
For organizations, the future research on brand personality can help in deep
understanding of the Muslim consumer and eventually support attracting this huge
market. Research on brand personality of Islamic organizations (for example, Islamic
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banks) will enable them adopt a personality that a Muslim consumer likes in a typical
Islamic organization. It will ultimately increase his/her commitment and loyalty toward
the organization.

2. Literature review
2.1 Personality, brand and brand personality
Personality of human being has been studied for decades in psychology as well as in
other research arenas. Personality is the tendency to show coherent modes of cognition,
affect and behavior (Costa and Mccrae, 1998b, pp. 103-121). It has also been defined as
the sum total of ways in which an individual react and interact with others (Stephen
and Robbins, 2007, p. 106). Similar, yet more elaborative, definition of personality has
been stated as the unique combination of emotional thought and behavioral patterns
that affect how a person reacts to situations and interacts with others (Stephen and
Robbins, 2008, p. 307). Moreover, in relation to human characteristics, personality is the
systematic description of traits (McCrae and Costa, 1987, p. 81).
Traits, in relation to personality are the fairly consistent characteristics a person
exhibits (Daft, 2011, p. 413). Another research has defined traits as relatively enduring
styles of thinking, feeling, and acting (McCrae and Costa, 1997, p. 509). Trait approach
is one of the four major approaches used in leadership research, namely: the behavioral
approach, the contingency approach and transactional vs. transformational leader
approach (Vasu et al., 1998). Batra et al. (1993), on the grounds of trait approach, have
described traits as any distinguishable, relatively enduring way in which one
individual differs from others.
A brand is a popular term in the field of marketing and defined as a name, term, sign,
symbol, or any other feature that identifies one sellers goods or service as distinct from
those of other sellers (Oguinn et al., 2003). Just like one person is different from others
due to his/her personality, similarly, a brand also differentiates itself from other brands
with its distinct features (Caprara et al., 2001). Brand can be explained with respect to
three distinct features, namely, physical qualities, functional aspects and brand
personality (Plummer, 1985). This paper is concerned with the last feature, i.e. brand
personality.
People with distinct characteristics form relationships with each other in the society.
Similarly, people can also develop relationships with brands (Aaker, 1997; Carroll and
Ahuvia, 2006; McAlexander et al., 2002; Thomson et al., 2005). The possibility of
 association between brands and human traits is due to the interaction customers have Aakers brand
with brands just like they have with other people (Aaker, 1996). For example, personality
Whenever I need to reach somewhere in time, my bike does not cooperate at all. model
However, these relationships are formed with the brands whose personalities match
with their consumers personalities (Ganesan, 1994; Thomson et al., 2005). Due to this
association, brands perform vital role in consumers lives, helping them to portray their
selves (Aaker, 1997) and uphold self-identities (Hess, 1995). 391
Resultantly when brands match their consumers self-concept, the consumers
undergo comfort (Aaker, 1999; Swaminathan et al., 2007) and feel confident (Biel, 1993).
These comforts are psychological benefits due to which one can not only define his/her
self-concept but also depict himself/herself to others in several social settings (Escalas
and Bettman, 2003). Moreover, when association between consumer and brand extends
to a certain level, the emotional relationship cultivates (Bouhlel et al., 2011).
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The notion that consumers can be associated with brands while contemplating those
brands as humans metaphorically has been proven by brand personality (Chang and
Chieng, 2006). Brand personality is defined as the set of human characteristics
associated with the brand (Aaker, 1997). With respect to interpersonal relationships,
brand personality is the set of human personality traits that correspond to the
interpersonal domain of human personality and are relevant to describing the brand as
a relationship partner(Sweeney and Brandon, 2006). Brand personality is a metaphor
with its roots in human personality and this concept was introduced in marketing,
especially, from the advertising arena (Martineau, 1958; Plummer, 1985). Brand
personality plays a vital role in the ways consumers decide, intend to buy and uphold a
strong brand relationship (Bouhlel et al., 2009; Louis and Lombart, 2010). Early research
has indicated that preference for a brand becomes higher if greater congruity exists
between consumers characteristics and those that depict a brand (Malhotra, 1981;
Sirgy, 1982).

2.2 Brand personality concept

The idea of brand personality relates more toward how human personality is associated
to the brand itself rather what brand does to consumers (Belk, 1988). It does not mean
that brand personality and human personality are indistinguishable. The notion of
brand personality, formed by the consumers is imaginary and it mirrors human
attributes (Lee and Kang, 2013), or human personality traits (Caprara et al., 2001).
Human personality traits are tendencies to show consistent patterns of thoughts,
feelings and actions(Costa and McCrae, 1998a).
There are two types of factors that contribute toward creating brand personality
concept. One relates directly to the product, for example, price or packaging, whereas the
other does not relate to the product directly, for instance, consumers experience or word
of mouth (Batra et al., 1993; McCracken, 1989). Furthermore, it also matters whether it is
a company brand or product brand. Research has been conducted on both company
brand personality and product brand personality in terms of the importance they
possess. Results exhibit that product brand personality has a direct impact on
consumers decision-making, whereas effect of company brand personality has been
indirect and less noteworthy (Wang et al., 2009). In contrast, few scholars have found
company brand personality loftier than product brand personality on the basis of brand
 JIMA credibility, values and attachment with product traits and gains (Keller, 2003; Keller and
6,3 Richey, 2006). This research focuses on company brand personality.
Brands (offering products and services) fulfill customer needs with the help of
distinct dimensions. These dimensions make a brand look different as compared to
other brands that are trying to fulfill similar needs. Philip Kotler et al. (2009) has argued
that the differences may be in relation to product performance (functional, tangible or
392 rational) or with respect to what a peculiar brand stands for (symbolic, intangible or
emotional). Several advantages that consumers seek from the brands constitute
functional, experiential and symbolic gains (Park et al., 1986). Borzooei and Asgari
(2013) have explained these benefits in a way that functional advantages of a brand are
associated with solving consumption-related problems (present and potential),
experiential benefits fulfill stimulatory requirements and symbolic gains are the source
of self-image. Consumers do not only buy products for the sake of functional benefits but
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also to fulfill their self-image needs with the help of symbolic gains that are present in
the products (Veryzer, 1995).
Furthermore, brand personality is concerned with self-expressive or symbolic gains
(Aaker, 1999; Keller, 1993). It is so because brand personality helps consumers create
and uphold social identity (Fiske, 1989). Unlike functional benefits that stem from
product attributes (Keller, 1993; Phau and Lau, 2001), brand personality supports
consumers articulating their actual self (what they actually are), ideal self (what they
want to be) or social self (Belk, 1988; Malhotra, 1988) either by consuming or possessing
a particular brand (Johar et al., 2005; Ouwersloot and Tudorica, 2001).

2.3 Aakers brand personality model

Aaker has mentioned two types of scales that helped in the development of brand
personality scale. Firstly, the ad hoc scales that are atheoretical in nature with few
limitations such as missing key traits; made for a particular purpose and questioned for
reliability and validity. Second types of scales are theoretical in nature. These scales are
dependent on human personality scales which have not been authenticated in the
brands setting. As a result, few dimensions of human personality may not be reflected
in brands context, which may create validity problems (Aaker, 1997). At that time, it
was believed that researchers from consumer behavior arena must come up with their
own definitions (Kassarjian, 1971).
Therefore, Aaker filled the gap by providing a brand personality definition and a
scale to measure brand personality construct. Aaker has claimed that the scale is
generalizable across all categories. The sources that Aaker has used to develop brand
personality scale are personality scales from psychology such as Big Five, personality
scales used by the marketers and the original qualitative research regarding several
brands personality characteristics (Aaker, 1997).
Aaker defined brand personality as the set of human characteristics associated with
the brand. Brand personality scale consists of five dimensions, i.e. sincerity,
excitement, competence, sophistication and ruggedness (Aaker, 1997). Sincerity is
concerned with a brand that family people use for practical purposes. Sincerity also
exhibits that brand is fair and just; provides what it promises and these promises stem
from the facts. Furthermore, it shows that brand is an innovator, provides mental and
physical fulfillment and used for emotional reasons while helping like a friend (Aaker,
1997). Excitement is about a brand which is spirited, exciting, imaginative, independent
 and up to date (Thomas and Sekar, 2008). This dimension is more related to consumers Aakers brand
emotional responses, for example, being excited (Sung and Kim, 2010). Competence is personality
about brands reliability, success and intelligence. Moreover, competence reflects the
perception of consumers regarding brands knowledge, capability and performance to
model
fulfill consumers needs and job completion (Coulter and Coulter, 2002). Sophistication
refers to the brand that exhibits upper class (good looking, glamorous and
sophisticated), charming (feminine, smooth and gentle), whereas ruggedness dimension 393
is related to a brand that is outdoorsy (masculine, Western, active and athletic) and
tough such as rugged, strong and no-nonsense (Aaker, 1996). It has been claimed that
framework of brand personality that consists of a 42-item scale is reliable, valid and
generalizable (Aaker, 1997). Despite the presence of several other brand personality
models, Aakers model is still valid and prevalent for brand personality measurement
(Freling et al., 2011) (Figure 1).
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2.4 Significance of brand personality

Due to the immense competition, consumers usually become indecisive while choosing
a brand on the basis of physical characteristics. Here, the role of brand personality and
brand image come into play (Sung and Kim, 2010). Almost all the marketing
communication variables such as user imagery, advertising, symbols and word of
mouth contribute toward creating brand personality (Aaker, 1996), which in turn
develops positive attitude, preference (Biel, 1993) and auspicious product assessments
(Wang and Yang, 2008).
To cope with the ever-growing competition, marketers are using an important
approach, i.e. brand differentiation. A feasible way to make this approach work is
through brand personality (Thomas and Sekar, 2008). Freling and Forbes (2005) have
proposed that brand personality can create differentiation and competitive advantage. It
not only creates but also sustains competitive advantage (Pankaj, 2004). Other scholars
have highlighted that brand personality creates distinctiveness (differentiation) at the
symbolic level (Biel, 1993; Plummer, 1985).
A considerable amount of literature has been published featuring importance of
brand personality and its role in developing brand-related desirable outcomes such as
brand identity, brand trust, brand equity, brand loyalty and brand image.
Brand identity (what a brand represents and promises to customers) constitutes 12
dimensions grouped in to four, namely: brand as a product, brand as an organization,
brand as a person and brand as a symbol. Brand personality as a dimension comes
under the representation of brand as a person (Philip Kotler et al., 2009). Brand identity
is developed when personalities are associated with brands that eventually urge
consumers to desire more (Thomas and Sekar, 2008). It further results in symbolic use of
brands (Hawkins et al., 2001). To better understand the concept of brand identity, it has
been suggested that research should be done from the sender side (Konecnik and Go,
2008).

Figure 1.
Aaker brand
personality modal
 JIMA Brand personality has also an important role in creating brand image, also known as
6,3 self-brand connection (Escalas and Bettman, 2003). It has been claimed that brand
personality gives soul to the brand, which is necessary to form brand image
(Ouwersloot and Tudorica, 2001). Brand image can be better studied from the receivers
side rather than the senders side (Konecnik and Go, 2008). It is important to differentiate
brand image and brand identity, where the former refers to how the brand is now
394 perceived and the latter is about how strategists want the brand to be perceived
(Aaker, 1996, p. 71).
Similarly, brand personality has an impact on brand trust (Bouhlel et al., 2011) and it
eventually helps developing consumer brand relationship (Sung and Kim, 2010). Brand
personality increases the level of trust in the brand (Fournier, 1998). Competent
personality features of brands such as reliability, knowledge, confidence, etc. are found
to be positively linked with brand trust. With regards to the dimensions described in
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Aakers brand personality model, two dimensions, namely, sincerity and ruggedness,
affect the level of brand trust (Sung and Kim, 2010).
Brand personality also helps in creating brand equity (Aaker, 1999; Biel, 1993).
Escalas and Bettman (2003) have elaborated that the association between consumers
self-concepts and brand images generate brand equity. Another important outcome is
brand loyalty, and brand personality plays a vital role in forming it (Aaker, 1996;
Plummer, 1985). Basically, brand personality contributes to form brand trust and brand
affect, which eventually develops brand loyalty (Sung and Kim, 2010).

2.5 Research based on Aakers model

In addition to aforementioned brand-related variables (for example, brand trust, brand
image, etc.), considerable amount of literature in relation to brand personality has been
published in the past decade. According to Wang and Yang (2008), these studies have
been done in three major directions. One is concerned with brand personality
dimensions across countries; another direction is related to antecedents of brand
personality, for example, Lau and Phau (2007), and the last one is about consequences of
brand personality, for example Freling and Forbes (2005).
Eisend and Stokburger-Sauer (2013) have compiled both antecedents and
consequences in their study. Antecedents are related to advertising such as hedonic
benefit claim (Lim and Ang, 2008), product characteristics such as country of origin
(Peterson and Jolibert, 1995), consumer demographics (age, gender and nationality) and
consumer psychographics such as self-confidence (Bearden et al., 2001).
On the other end, consequences of brand personality include brand attitude (Ajzen
and Fishbein, 1977), brand image (Chernev et al., 2011), brand commitment (Fournier,
1998) and behavioral/purchase intentions (Chaudhuri and Holbrook, 2001).
Furthermore, moderating variables have also been operationalized such as product type
(Troy et al., 2008) and life cycle (Sethuraman et al., 2011).

2.6 Criticism on Aakers model

Although Aakers model of brand personality dimensions has opened several research
gates, few researchers have also criticized it. Aaker herself stated few limitations. One
significant limitation of Aakers model has been the population on the basis of which the
model has been drawn. The model represents US population only. It has been mentioned that
results may vary if this model is applied on different population (Aaker, 1997). Moreover,
 population may vary in terms of culture whether it is individualistic (autonomous, Aakers brand
independent and unique) or collectivist, i.e. conformist and interdependent cultures (Markus personality
and Kitayama, 1991). Aakers model may bring inappropriate results if applied on different
cultures (Aaker, 1997) due to different perception consumers have about brand personality
model
(Lee and Kang, 2013).
Several studies on brand personality have been conducted across different cultures
based on Aakers model. For example, brand personality between Korea and the USA 395
has been studied. Results indicate that there are two unique dimensions in each culture.
In case of Korea, the two unique dimensions are passive likeableness and ascendancy,
whereas in the US culture these dimensions are white collar and androgyny that are
linked with occupational status and gender roles (Sung and Tinkham, 2005). Another
study in Korea has found a new dimension, i.e. cute, along with the four pre-existing
dimensions of Aakers model (sincerity, excitement, sophistication and ruggedness).
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Cute is characterized by attributes such as primness, pettiness, cuteness, and coyness

(Yang and Cho, 2002).
Similarly, brand personality has been studied in three countries, namely, Japan,
Spain and the USA. Few common as well as unique dimensions appeared as a result.
The common dimensions between Japan and the USA are sincerity, excitement,
competence and sophistication, whereas dimensions unique to each culture are
peacefulness in case of Japan and ruggedness related to the USA. Between Spain and the
USA, common dimensions are sincerity, excitement and sophistication, whereas unique
dimensions are passion for Spain and competence and ruggedness for the USA (Aaker
et al., 2001).
Furthermore, a study on Fords brand personality in Chile has found that
ruggedness is not strongly associated with the construct brand personality
(Rojas-Mndez et al., 2004). The dimensions, i.e. ruggedness and excitement of brand
personality, have also showed weak relationship with brand attitude and brand
commitment (Eisend and Stokburger-Sauer, 2013). In an Indian context, ten items of
Aakers brand personality model has been found to be inappropriate (Thomas and
Sekar, 2008). Hence, the stability of Aakers model across different cultures has been
questioned (Aaker et al., 2001; Ferrandi et al., 2000).
Moreover, Azoulay and Kapferer (2003) argue that three of the five dimensions match
with components of Big Five personality model. Sincerity is related to agreeableness
and conscientiousness, whereas excitement matches with extroversion in terms of
sociability, energy and activity. The third dimension of Aakers model, i.e. competence
is similar in relation to the features included in conscientiousness and extraversion. Two
dimensions that do not match with Big Five model are sophistication and ruggedness
(Azoulay and Kapferer, 2003; Geuens et al., 2009) . However, regarding the Big Five
personality model, it has been claimed that it does not completely describe brands
(Caprara et al., 2001), which may be the reason some of the traits do not match with
Aakers model. Furthermore, ruggedness along with excitement have been found weak
in relationship with other variables such as brand attitude and brand commitment
(Eisend and Stokburger-Sauer, 2013).
Even the definition of brand personality has been questioned. It has been claimed
that brand personality definition given by Aaker has numerous socio-demographic
features in addition to personality (Azoulay and Kapferer, 2003; Bosnjak et al., 2007;
Eisend and Stokburger-Sauer, 2013). Another important gap that has been found in
 JIMA literature is the nature of brands on which the research has been conducted. It has been
6,3 argued that most of the research on brand personality is related to product brands rather
than service brands (Wang et al., 2009). There is a dearth of knowledge with respect to
the brand personality of service providing organizations, for example, banks or
insurance companies. Additions or challenges to Aakers model are shown in the tabular
form in Table I.
396
2.7 Islamic branding, Muslim consumer and brand personality
The concept of Islamic branding has been addressed in relation to the importance of
religiosity and significance of lucrative Muslim consumer market. According to
Alserhan (2010b), a brand is considered Islamic if it complies with Shariah, stems from
an Islamic country or focuses on Muslim consumer as a target market.
Minkus-McKenna (2007) explains that Islamic brands are established based on Islamic
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guidelines. It does not only cater to (halal) food but also applies to cosmetics,
pharmaceuticals, logistics, clothing, banking and finance.
Wilson and Liu (2009) argue that intention to establish a brand is concerned with
attainment of customer support, fostering consumption and formation of a bond.
However, it is essential to shape the brand according to its target market. For instance,
Alserhan (2010a) highlights the emotional sensitivity of a Muslim consumer because
he/she keeps religion and life in parallel and does not disintegrate them. Likewise,
Wilson and Liu (2011) consider a Muslim consumer halal-conscious and risk averse.
Contrary to that, consumption behavior of a non-Muslim may not necessarily be
influenced by the religion. Mukhtar and Butt (2012) note that consumption of a Muslim
is affected by his level of religiosity or religious attachment. Wilson and Liu (2011) note
that any brand that is capable can enter into a Muslim market. However, those who wish
to enter, should shape themselves accordingly, keeping in mind that for Muslims,
branding cannot be separated from faith (Alserhan, 2010b).

Research Adds/challenges to Aakers model

Lee and Kang (2013), Aaker
(1997)
Sung and Tinkham (2005)
Yang and Cho (2002)
Aaker et al. (2001)
Rojas-Mndez et al. (2004)
Thomas and Sekar (2008)
Eisend and Stokburger-Sauer
(2013)
Wang et al. (2009)
Table I.
Additions/challenges
to Aakers Model in Azoulay and Kapferer (2003),
the Literature Bosnjak et al. (2007)
Consumers in different cultures hold dissimilar perceptions about
brand personality
Found two unique dimensions of brand personality in Korea,
namely, passive likeableness and ascendency
Found new dimension in Korea, i.e. cute, in addition to the four
existing brand personality dimensions
Apart from similarities, found new dimensions, i.e. peacefulness in
Japan and passion in Spain
Ruggedness found unrelated to brand personality construct in Chile
Ten items of Aakers brand personality model found to be
inappropriate in India
Two dimensions, namely, ruggedness and excitement, were found
to be weak in relation to brand attitude and brand commitment
Most of the research related to brand personality is conducted on
product brand (manufacturing sector), which leads to a gap for the
service sector
Definition of brand personality challenged
 Wilson and Grant (2013) note that for the past few decades, brands are perceived as Aakers brand
having a certain personality and association. Brands, enfolded with relationship and personality
personality are imperative. As discussed above, for the purpose of establishing a brand,
the desired consumption, customer support and brand customer relationship are
model
important considerations. Markers use several techniques to develop these elements.
Brand personality is one of them. Sung and Kim (2010) assert that brand personality
helps in developing strong brand customer relationship. With the strong 397
brand consumer relationship, repurchase intention of consumers also increases
(Maxham and Netemeyer, 2002), which ultimately fulfills the requirement of desired
consumption. Thus, brand personality can play an effective role in this regard.
Aaker (1997) defines brand personality as the set of human characteristics associated
with the brand. Tuan et al. (2012) argue that brand personality is closely related to the
consumers personality, so consumers are likely to choose brands whose personalities match
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with their own. Likewise, a Muslim consumer may prefer a brand that reflects Muslim
characteristics. Keeping this in mind as well as the sensitivity, halal-consciousness and risk
aversion of Muslim consumer, there is a need to re-define brand personality in an Islamic
domain. Hence, Islamic brand personality may be defined here as the set of Muslim
characteristics associated with the Islamic brand.

2.8 Brand personality from an Islamic perspective

Much has been done on brand personality research in different countries and cultures,
yet religion being an important part of culture has been ignored. Limited research has
been conducted in this regard. For example, the concept of halal brand personality has
been investigated recently in relation to other variables such as brand trust and
purchase intention (Borzooei and Asgari, 2013). Considering the gap highlighted above,
the present study aims to see brand personality dimensions in the light of Islamic
teachings. Furthermore, Aaker (1997) has indicated that brand personality scale
represents US population only. Therefore, the present study proposes an Islamic brand
personality model based on Muslim characteristics in a Muslim-majority country
(Malaysia) in the light of Quran and hadith.
Few of Aakers brand personality dimensions match with the teachings of Islam, for
example, sincerity and competence. Aaker (1997) describes sincerity in terms of a brand
that is fair, fulfills its promises and helps like a friend. Fulfillment of promises and
sincerity are highly emphasized in the Islamic teachings as well. Allah has described
fulfillment of promises as one of the characteristics of the Prophet. Allah says in the
Quran: And mention in the Book, Ishmael. Indeed, he was true to his promise, and he
was a messenger and a prophet (Quran, Maryam, 19:54). A hadith from Prophet
Muhammad (SAW) describes traits of a hypocrite as:
Four characteristics made anyone who possessed them, a sheer hypocrite; anyone who
possessed one of them possessed a characteristic of hypocrisy till be abandons it: when he
talked he lied, when he made a covenant he acted treacherously, and when he quarrelled he
deviated from the truth (Muslim, Kitab Al-Iman, 1:111).
With regard to the importance of sincerity, Prophet Muhammad (SAW) said:
The man who has left his world in the condition that he had performed acts sincerely for the
one and only Allah, had established prayer and had paid zakat, then Allah is pleased with
him(Ibn Maja).
 JIMA Al-Ghazali (2006) has highlighted the significance of sincerity saying that The heart
6,3 which is bereft of sincerity cannot be acceptable, as the rock with some dust on it cannot
grow any grain when rain falls on it.
Aaker (1997) described competence in terms of reliability, success and intelligence of
a brand. Coulter and Coulter (2002) have elaborated the term intelligence in relation to
brands knowledge, capabilities and fulfillment of promises perceived in the minds of
398 consumers. According to Islam, man has been made the best of his creatures, which
differentiates him among other creations. Allah says in the Quran: Surely We created
man of the best stature (Quran, At-Tin, 95:4). Secondly, the importance of acquiring
knowledge and skills is very clear in the Quran. Allah says: Read, and your Lord is the
most gracious, Who imparted knowledge by means of the pen. He taught man what he
did not know (Quran, Al-Alaq, 96:3-5). Prophet Muhammad (SAW) has also
emphasized on acquiring knowledge. He said: Seeking knowledge is a duty upon every
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Muslim (Majah, Book of Sunnah, Hadith no 224).

For the purpose of proposing an Islamic brand personality model, the remaining
three dimensions of Aakers model, namely, excitement, sophistication and ruggedness,
either need to be replaced by what has been advised in the Islamic teachings or
eliminated from the model. Aaker explained excitement in terms of excitement (being
excited) in addition to other attributes within it, whereas Islam teaches the lesson of
moderation in almost every aspect of life. In Islam, moderation or Wasatiyah is indicated
as Thus We have made you [Muslims] a Wasat nation, that you be witnesses over
mankind and the Messenger Muhammad be a witness over you (Quran, Surat
Al-Baqara, 2:143). Hence, excitement has been replaced with moderation, as shown in
Figure 2.
In contrast to sophistication that Aaker (1997) expressed, in addition to other
attributes, as upper class and glamorous, Islam teaches simplicity. Allah says in the
Quran And do not turn your cheek away from people, and do not walk on the earth
haughtily. Surely, Allah does not like anyone who is arrogant, proud (Quran, Luqman,
31:18). Hazrat Abu Hurairah (RA) has reported that Prophet (SAW) said:
While a man was walking, dragging his dress with pride, he was caused to be swallowed by
the earth and will go on sinking in it till the day of resurrection (Bukhari, Book 4, Vol 56, Hadith
No. 692).
Ruggedness, according to Aaker (1997), is related to a brand which is tough, athletic and
masculine. This dimension might be more appropriate for products, for example, Nike
shoes, rather than services such as banking or insurance. As discussed above, much of
the work on brand personality has been done on product brands rather than the service

Figure 2.
Islamic brand
personality modal
 industry. This paper aims to fill this gap while emphasizing on service sector, especially Aakers brand
Islamic banks. Ruggedness does not fit into the context of Islamic banks, and thus is personality
eliminated.
Furthermore, two dimensions, namely, trustworthiness and moral character, have
model
been added based on their importance in relation to a true Muslim. As far as the service
industry, especially banks, are concerned, trust (Al-Amanah) plays a vital role between
banks and customers. About trust in relation to deposits, Allah says in the Quran 399
Surely Allah commands you to render back trusts to their owners (Quran, Al-Nisah,
4:58). Similarly, moral character is one of the most important elements among Muslims.
One of the verses relating to character in Quran states: And you (Muhammad) stand on
an exalted standard of character (Quran, Al-Qalam, 68:4). Anas bin Malik reported that
the Holy Prophet (SAW) said the person having perfect faith among people is that who
bears an excellent moral character. The good moral character approaches to the degree
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of fasting and prayer (Abu Yala Ahmad bin Ali bin al-Muthanna, 1984). On another
occasion Prophet Muhammad (SAW) was asked: What is the best thing given to man?
He said: moral character (Trimidhi).

3. Methodology
To propose an Islamic brand personality model, extensive research was done on Quran.
Reason for choosing Quran and hadith is obvious as these sources are the foundations
of Islam (Wadud, 1995). Among more than 6,000 verses in Quran, some were extorted
that support few existing dimensions of Aakers model. The remaining dimensions were
found contrary to the Islamic teachings. As a result, these dimensions were replaced
with the appropriate ones, e.g. excitement was substituted with moderation. In addition,
guidance from several hadith was obtained in the similar manner. New Islamic
dimensions (e.g. trustworthiness) were included based on Muslim characteristics
debated by traditional and modern scholars (Al-Hashimi, 1990; Al-Isawi, 1990;
Al-Shanawi, 1989; Al-Shirazi, 1399 H; Fall, 2009; Ibn Hazm al-Andalusiyy, 1970; Ibn
Taymiyyah, 1980; Maskawayh, 1398 H.; Najati, 1982). Finally, expert opinion was taken
from three field-relevant faculty members from the Department of Islamic Revealed
Knowledge, International Islamic University Malaysia. One-to-one interviews, on an
average of 45 minutes, were conducted. During the screening process, several
dimensions were eliminated, whereas few were retained, as shown in Figure 2.

4. Conclusion and future direction

Brand personality plays an important role in differentiating one brand from others in the
eyes of consumers. It helps in building a strong consumer brand relationship, tied with
brand commitment, trust and loyalty. Despite the research that has been conducted
using Aakers brand personality model, few researchers have criticized it as well.
Criticism is mainly concerned with the population that the model represents making its
generalizability doubtful across other countries and cultures. It is implied that the model
may not obtain the same results in other cultures especially in relation to individualist
and collectivist cultures. In addition, most of the brand personality research so far has
been done on product brands and brand personality of service industry, for example,
banks and insurance companies, needs to be explored. Therefore, this paper proposes to
examine brand personality of service brands (e.g. Islamic banks).
 JIMA Religion as an important element of a culture has not been studied much in relation to
6,3 brand personality. With the tremendous growth of Islamic finance in several Muslim
countries like Malaysia, there is a need to investigate brand personality of Islamic
brands such as Islamic banks and insurance companies. The proposed Islamic brand
personality model may help Islamic banks and insurance companies attract lucrative
Muslim market. To do so, advertising strategies of Islamic brands can be aligned with
400 distinct features proposed in the model. Furthermore, instillation of Muslim
characteristic into the employees through proper training can help in attraction and
retention of potential and existing customers, respectively. For this purpose, Aakers
model needs to be extended in a way that it can also encompass religious elements
mentioned in the model proposed above. In addition, future studies can be conducted to
empirically develop and test the model, especially on service brands such as Islamic
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banks or takaful insurance.

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Corresponding author
Muhammad Tahir Jan can be contacted at: tahirjan@iium.edu.my

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