Brand Measurement Scales and Underlying Cognitive Dimensions

The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals' relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes...