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| Tekijä: | Geuens, M. Weijters, B. Wulf, K. De |
| Otsikko: | A new measure of brand personality |
| Lehti: | International Journal of Research in Marketing
2009 : JUN, VOL. 26:2, p. 97-107 |
| Asiasana: | Europe USA marketing scaling measurement brands |
| Vapaa asiasana: | brand attitude brand personality |
| Kieli: | eng |
| Tiivistelmä: | This paper develops a new brand personality measure consisting of personality items only. Belgian respondents (n=12,789) took part in a study of more than 190 brands. The new scale consists of five factors showing an affinity with the Big Five human personality dimensions. Unlike existing scales, this new measure proved to be reliable for between-brand (here as: b-brand) between-category (here as: -cat.) comparisons, for b-brand within-cat. comparisons, and for between-respondent comparisons. Furthermore, the scale showed high test-retest reliability and cross-cultural validity in the U.S. and nine European countries. |
SCIMA