Quantum mechanics

Scale (ratio)

Social psychology

Cartography

Power (physics)

Computer science

Business

Respondent

Physics

Big Five personality traits

Database

Advertising

Psychology

Geography

Political science

Reliability (semiconductor)

Measure (data warehouse)

Personality

International Journal of Research in Marketing

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).

A new measure of brand personality