A New Measure of Brand Personality
AbstractIn response to criticism on brand personality measures that embrace other aspects besides brand personality, we developed a new brand personality measure consisting of personality items only. 12,789 Belgian respondents participated in a study on 193 brands. The new scale consists of five factors that show an affinity with the Big Five of human personality. Unlike existing scales, this new measure proved to be reliable for between-brand between-category comparisons, for between-brand within-category comparisons, and for between-respondent comparisons. Moreover, the scale showed high test-retest reliability and cross-cultural validity (in the US and nine other European countries).
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Bibliographic InfoPaper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 08/545.
Length: 50 pages
Date of creation: Dec 2008
Date of revision:
Brand personality; brand attitude; scale development; scale reliability; scale validity.;
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