Jennifer Chang Coupland, Thesis Supervisor Jennifer Chang Coupland, Honors Advisor Eunice Kim, Faculty Reader
Keywords:
Brand personality Jennifer Aaker's 5 Dimmensions personal branding celebrity personas
Abstract:
The objective of this analysis is to identify how public figures protect their personal brands throughout their social media platforms. While current events occur in the United States such as the COVID-19 Pandemic, Black Lives Matter Movement, and the 2020 Election, it is crucial to analyze how celebrities evolve or do not evolve their social media platforms to protect their brand name while still maintaining a large following. To help with identifying how celebrities share their brand personality through social media, I decided to analyze Jennifer Aaker’s 5 Dimensions of brand personality and explain how the dimensions correlate with different celebrities. I found that by giving each public figure a different dimension of Aaker’s brand personalities, it identified whether or not they would change or adjust their posts when different current events happened.