A Short Scale for Measuring Brand Personality
نویسنده
چکیده
A brand personality scale is developed and tested with a large and carefully selected sample of car owners in Germany. Exploratory and confirmatory factor analyses were used to validate the actual structure of the brand personality scale. Recent research has swiftly leapt ahead to cross–cultural brand personality research without paying very much attention to the correct application of brand personality scales to single brands. This paper shows the usefulness of the scale and highlights the importance of vigorous scale testing. The presented scale may be a viable alternative to Aaker’s (1997) popular scale. The focus was on one country and on one industry and therefore offers potential for further testing. The study provides managerial and theoretical implications and areas for future research are suggested. Page 1 of 9 ANZMAC 2009
منابع مشابه
Designing the Model of Role of Relationship Marketing on Brand Personality in Football Premier League Clubs in Iran (Case Study: Siyah Jamegan Cultural Sport Club in Mashhad)
This study aimed at designing the model of role of relationship marketing tactics on brand personality in football premier league clubs in Iran (Siyah Jamegan club). The study was descriptive-analytical conducted as a field. The statistical population included all fans of Siyah Jamegan sport club in Mashhad (2016) (N=295). In order to achieve the research aims, modified scale of relationship m...
متن کاملThe Relationship between Brand Personality dimensions and Consumer’s Loyalty to Sports Brands in Rasht city
The purpose of the present study was to explain the relationship between brand personality dimensions and customers’ loyalty to sport brands in Rasht. The method of present survey was descriptive and applied, also the statistical population was loyal customers to sport brands in Rasht. In order to data collection two questionnaires; Geuens & Wulf (2009) for measuring brand personality dimensi...
متن کاملIdentifying Component Themes of the Consumer Products` Brand Personality in Contemporary Iranian Market (A Qualitative Approach)
Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can b...
متن کاملThe Role of Brand Authenticity on Brand Equity of Football Clubs with the Mediating Role of Brand Personality
Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...
متن کاملMediators of Development of Brand Personality in Iran Football League
Background. Brand personality as a part of brand identity plays an important role in communications; if a brand has no personality, it cannot introduce itself and stay in the mind of the customer. Customer understanding about a brand is far more important than what is expressed as brand reality. Thus, developing an appropriate personality for creating a compatible image of the brand in the cust...
متن کامل