01653nam a22002777a 4500 OSt 20251103160810.0 250910b |||||||| |||| 00| 0 eng d 0167-8116 English tbs English Geuens, Maggie 3457 A new measure of brand personality / Maggie Geuens, Bert Weijters, Kristof De Wulf International Journal of Research in Marketing 2009 International Journal of Research in Marketing. Volume 26, Issue 2, June 2009, Pages 97-107 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). Brand personality Brand attitude Scale development Scale reliability Scale validity Weijters, Bert 26401 De Wulf, Kristof 26402 https://bibliotheque.tbs-education.fr/Default/doc/edselp/S0167811609000172/a-new-measure-of-brand-personality lcc 0 0 lcc 0 0 TBS TBS 2025-11-03 0 2025-11-03 https://bibliotheque.tbs-education.fr/Default/doc/edselp/S0167811609000172/a-new-measure-of-brand-personality 2025-11-03 ARTICLE 5134 5134