Journal
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume 26, Issue 2, Pages 97-107Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.ijresmar.2008.12.002
Keywords
Brand personality; Brand attitude; Scale development; Scale reliability; Scale validity
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In response to criticism of brand personality measures that embrace other aspects besides brand personality, we developed a new brand personality measure consisting of personality items only. Belgian respondents (n = 12,789) participated in a study of 193 brands. The new scale consists of five factors that show an affinity with the Big Five human personality dimensions. 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). (C) 2009 Elsevier B.V. All rights reserved.
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