Four Thesaurus Brand Personality Dictionaries

Abstract

This study presents a new BP dictionary that aiding in including most of the items that may be of prominent relevancy to various studies and still within the five personality categories of Aaker’s (1997) five dimensions, namely the 'Four Thesaurus Dictionaries'. This study established a new dictionary parallel and similar to Pitt’s dictionary by the use of four online dictionaries: 'Power Thesaurus' (www.powerthesaurus.org), 'OneLook Thesaurus' (www.onelook.com/thesaurus), 'Thesaurus Dictionary' (www.thesaurus.com), and 'Merriam Webster' (www.merriam-webster.com). The main idea here is that each dictionary may include more unique words, so using four sources aids in expanding the number of synonyms. The four online dictionaries were selected due to the fact that they arranged the synonyms of specific keywords based on their level of similarity, thus they are prominent in providing similarity rankings for the target keywords. This four-dictionary ranking of keywords was beneficial when extracting synonyms for Aaker’s items as each synonym is colour coded according to where is ranked in relation to a specific keyword. By colour-coding the keyword, it can then be placed in Aaker’s five dimensions according to its relevance. These dictionaries were coloured to show that the closer the similarity to one of the 42 traits in Aaker, the darker the colour. The colour code technique way is inspired by the way Thesaurus and OneLook dictionaries prioritize the degree of similarity between synonyms. An example can be found in the following URLs accessed on 25 May 2021: www.thesaurus.com/browse/unique; www.onelook.com/thesaurus/?s=unique. therefore, this technique aided in constructing four dictionaries (hereafter: 4-Thesaurus BP dictionaries), and their entire set of adjectives was classified according to the degree of relevance to one of the 42 traits within the five personality categories. Furthermore, From psychology studies, 18,337 non-redundant personality items were collected from Goldberg (1982), Saucier (1997), Norman (1963), and Allport and Odbert (1936) hereafter called psychology dictionaries. Allport and Odbert (1936) are the first to hypothesise that personality inhabits natural language terms, and their dictionary figures prominently in the development of the Big Five (Caprara, Barbaranelli, and Guido 2001). Therefore, The use of these psychology dictionaries aids in filter the Four Thesaurus dictionaries and keeping items that were agreed with psychology studies, which means that they were checked previously for their validation. To notify, in addition to the three psychology studies’ items used first by Fischer et al. (2020), this study also used 2,800 items from Norman (1967), who refined and structured the Allport traits. This technique enables this study to provide the Updated Thesaurus Dictionaries