A New Measure of Brand Personality

Maggie Geuens, Bert Weijters and Kristof de Wulf

Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium from Ghent University, Faculty of Economics and Business Administration

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).

Keywords: Brand personality; brand attitude; scale development; scale reliability; scale validity. (search for similar items in EconPapers)
Pages: 50 pages
Date: 2008-12
New Economics Papers: this item is included in nep-mkt
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Citations: View citations in EconPapers (56)

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Related works:
Journal Article: A new measure of brand personality (2009)
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Persistent link: https://EconPapers.repec.org/RePEc:rug:rugwps:08/545

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