A new measure of brand personality / Maggie Geuens, Bert Weijters, Kristof De Wulf

By:

Geuens, Maggie

Contributor(s):

Material type: Text

TextLanguage: English Publication details: International Journal of Research in Marketing 2009ISBN:

0167-8116

Subject(s):

Online resources:

Click here to access online

Summary: 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).

Holdings
Item type	Current library	Call number	URL	Status	Date due	Barcode
Academic Article	TBS Barcelona		Link to resource	Available

Browsing TBS Barcelona shelves Close shelf browser (Hides shelf browser)

Previous	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	No cover image available	Next
Previous	Dimensions of Brand Personality	The Enrichment Economy : Market Dynamics, Brand Strategy, and Ethics	Visual Elicitation of Brand Perception	A new measure of brand personality	What becomes an icon most	Reflections on customer-based brand equity : perspectives, progress, and priorities	Broadening the Concept of Marketing	Next

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).

Click on an image to view it in the image viewer

Back to results

1 Ithaca
by North, Claire
2 The last song of Penelope
by North, Claire