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A New Measure of Brand Personality




  • K. DE WULF


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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  • M. Geuens & B. Weijters & K. De Wulf, 2008. "A New Measure of Brand Personality," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 08/545, Ghent University, Faculty of Economics and Business Administration.
  • Handle: RePEc:rug:rugwps:08/545

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    References listed on IDEAS

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    1. repec:mir:mirbus:v:7:y:2017:i:8:p:12-25 is not listed on IDEAS
    2. MAK Yee Mei & Margaret, 2015. "An Evaluation of the determinants of Brand equity in fast food business in Hong Kong," Journal of Social Sciences (COES&RJ-JSS), , vol. 4(1), pages 691-704, January.
    3. Luis Araya-Castillo & Manuel Antonio Escobar-Farfan, 2015. "Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo," REVISTA AD-MINISTER, UNIVERSIDAD EAFIT, issue 27, pages 53-73, October.
    4. Thomas Rompay & Marieke Fransen & Bianca Borgelink, 2014. "Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation," Marketing Letters, Springer, vol. 25(4), pages 397-407, December.
    5. Ingrid Moons & Patrick de Pelsmacker, 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars," Sustainability, MDPI, Open Access Journal, vol. 7(9), pages 1-18, September.
    6. Astrid Dickinger & Lidija Lalicic, 2016. "An analysis of destination brand personality and emotions: a comparison study," Information Technology & Tourism, Springer, vol. 15(4), pages 317-340, January.
    7. Mohammad Reza Hamidizadeh & Mohammad Reza Karimi Alavije & Morteza Rezaee, 2014. "The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries," Central European Business Review, University of Economics, Prague, vol. 2014(3), pages 46-53.
    8. Pechtl, Hans & Heidarian, Elham, 2016. "Can a cause-related brand be perceived different from other brands?," Wirtschaftswissenschaftliche Diskussionspapiere 02/2016, University of Greifswald, Faculty of Law and Economics.
    9. Niros, Meletios & Pollalis, Yannis & Niros, Angelica, 2017. "Effective marketing of mobile telecom services through brand personality: Empirical evidence from Greece," MPRA Paper 76477, University Library of Munich, Germany.
    10. repec:spr:infosf:v:19:y:2017:i:4:d:10.1007_s10796-016-9725-z is not listed on IDEAS
    11. 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.
    12. Carlos Manuel Súcia Búrcio & Rui Manuel Vinhas Da Silva & Maria de Fátima Salgueiro, 2015. "The influence of country personality dimensions on intentions to recommend visiting: The preponderance of assiduousness and wickedness," Transnational Marketing Journal, Transnational Press London, UK, vol. 3(1), pages 61-80, May.
    13. repec:pal:jmarka:v:4:y:2016:i:1:d:10.1057_jma.2016.3 is not listed on IDEAS
    14. Sven Tischer, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers SFB649DP2012-064, Sonderforschungsbereich 649, Humboldt University, Berlin, Germany.
    15. Seung-Hun Shin & Sung-Byung Yang & Kichan Nam & Chulmo Koo, 0. "Conceptual foundations of a landmark personality scale based on a destination personality scale: Text mining of online reviews," Information Systems Frontiers, Springer, vol. 0, pages 1-10.
    16. Roxana Wright, 2014. "Branding Paradigms in the Fast Moving Consumer Goods Industry," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 6(2).
    17. MAK Yee Mei & Margaret, 2015. "Analysis of the Current State of Online Reputation of Public Institutions and the Possibilities of Its Improvement," Journal of Business & Management (COES&RJ-JBM), , vol. 3(3), pages 406-415, July.
    18. 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.
    19. Oana TUGULEA (CIOBANU) & Claudia BOBÂLCĂ, 2014. "How To Frame The Human Portrait Of A Touristic City?," Revista de turism - studii si cercetari in turism / Journal of tourism - studies and research in tourism, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 17(17), pages 30-36, June.

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

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