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A New Measure of Brand Personality

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  • M. GEUENS

    ()

  • B. WEIJTERS
  • K. DE WULF

Abstract

In 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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File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_08_545.pdf
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Bibliographic Info

Paper 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.

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Length: 50 pages
Date of creation: Dec 2008
Date of revision:
Handle: RePEc:rug:rugwps:08/545

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Related research

Keywords: Brand personality; brand attitude; scale development; scale reliability; scale validity.;

This paper has been announced in the following NEP Reports:

References

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  1. Aaker, Jennifer L., 2000. "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Research Papers 1579, Stanford University, Graduate School of Business.
  2. Plummer, Joseph T., 2000. "How Personality Makes a Difference," Journal of Advertising Research, Cambridge University Press, vol. 40(06), pages 79-84, November.
  3. Milas, Goran & Mlacic, Boris, 2007. "Brand personality and human personality: Findings from ratings of familiar Croatian brands," Journal of Business Research, Elsevier, vol. 60(6), pages 620-626, June.
  4. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
  5. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
  6. Sirgy, M Joseph, 1982. " Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, University of Chicago Press, vol. 9(3), pages 287-300, December.
  7. Aaker, Jennifer L, 2000. " Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Journal of Consumer Research, University of Chicago Press, vol. 26(4), pages 340-57, March.
  8. Caprara, Gian Vittorio & Barbaranelli, Claudio & Guido, Gianluigi, 2001. "Brand personality: How to make the metaphor fit?," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 377-395, June.
  9. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
  10. Johan Rekom & Gabriele Jacobs & Peeter Verlegh, 2006. "Measuring and managing the essence of a brand personality," Marketing Letters, Springer, vol. 17(3), pages 181-192, July.
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Cited by:
  1. Pierre Valette-Florence & Rita Valette-Florence, 2012. "A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective," Post-Print halshs-00849796, HAL.
  2. Sven Tischer, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers SFB649DP2012-064, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
  3. Shahriar AZIZI & Shahram Jamali KAPAK, 2013. "Factors Affecting Overall Brand Equity: The Case Of Shahrvand Chain Store," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 91-103, May.

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