Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India

Vinod Kumar Bishnoi and Ajay Kumar ()
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Ajay Kumar: Central University of Haryana

Journal of Marketing Analytics, 2016, vol. 4, issue 1, No 2, 14-27

Abstract: Abstract Brand Personality as a metaphor has been topic of interest for scholars especially after Aaker’s influential work. This study is an empirical comment on generalization of brand personality scale for bikes in India. The study revealed that BPS is not applicable in India in its present form. Ten items (‘down to earth’, ‘family oriented’, ‘small town’, ‘feminine’, ‘smooth’, ‘sincere’, ‘western’, ‘successful’, ‘sentimental’ and ‘independent’) from BPS were found to be not applicable for brand personality of bikes in India. The study argues that culture, social setting, non-anthropomorphism for certain traits and product misfits to be the potential reasons for non-applicability.

Keywords: brand personality; bikes; brand personality scale; validity of brand personality; Aaker; brand personality traits (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (5)

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DOI: 10.1057/jma.2016.3

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