Publication

A new measure of brand personality

Geuens, Maggie
Weijters, Bert
De Wulf, Kristof
Citations
Altmetric:
Publication Type
Journal article with impact factor
Editor
Supervisor
Publication Year
2009
Journal
International Journal of Research in Marketing
Book
Publication Volume
26
Publication Issue
2
Publication Begin page
97
Publication End page
107
Publication Number of pages
Collections
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).
Research Projects
Organizational Units
Journal Issue
Keywords
Branding
Citation
Knowledge Domain/Industry
Other links
Embedded videos