A new measure of brand personality

Maggie Geuens, Bert Weijters and Kristof de Wulf

International Journal of Research in Marketing, 2009, vol. 26, issue 2, 97-107

Abstract: 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).

Keywords: Brand personality; Brand attitude; Scale development; Scale reliability; Scale validity (search for similar items in EconPapers)
Date: 2009
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (108)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811609000172
Full text for ScienceDirect subscribers only

Related works:
Working Paper: A New Measure of Brand Personality (2008)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:26:y:2009:i:2:p:97-107

DOI: 10.1016/j.ijresmar.2008.12.002

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().