Brands possess a personality that consumers use as a means of self-expression or to experience emotional benefits that set the brand apart from others. Brand personality is an important component in the context of online business. It is precisely the brand personality that plays a key role in shaping consumers' attitudes towards e-retailers, as it influences their perception of the brand and the trust they develop towards it. In 1997, Jennifer L. Aaker developed a theoretical framework for the construct of brand personality. Over the past decade, her personality scale has been the most used scale in academic and commercial research on brand personality. In the study conducted by Laroche, Mazaheri, and Shobeirin (2015), which serves as the basis for this research, the mentioned scale was used. The five core dimensions of brand personality that influence the formation of consumer attitudes towards e-retailers are: excitement, unpleasantness, sincerity, ruggedness, and sophistication. Changes in consumer behavior driven by digital development have provided many opportunities and challenges for businesses operating online. For this reason, the aim of this paper is to explore how the role of website personality influences the formation of consumer attitudes towards e-retailers and what e-retailers should particularly focus on in order to stand out in a market filled with very similar sellers and to adapt to their consumers. A one-time empirical study was conducted on a purposive sample of 251 respondents through a survey questionnaire. The results show that ruggedness as a brand personality dimension is very important to respondents and plays a key role in shaping attitudes toward the website, while on the other hand, the dimension of unpleasantness was rated the lowest.