Brand Personality Scale (Aaker)
Marketing & SalesReliability: alphas 0.86–0.93 across 5 traits5 sample items
About this scale
A 42-item measure of brand personality along five dimensions: sincerity, excitement, competence, sophistication, and ruggedness.
Sample item(s)
“This brand is honest (sincerity)”
“This brand is exciting (excitement)”
“This brand is reliable (competence)”
“This brand is upper-class (sophistication)”
“This brand is rugged (ruggedness)”
Reliability
Reported internal consistency: alphas 0.86–0.93 across 5 traits. As a rule of thumb, Cronbach’s α ≥ .70 is considered acceptable, ≥ .80 good, and ≥ .90 excellent for established measures.
Notes
Most cited brand-personality framework.
Source & citation
Aaker, J. L. (1997): Dimensions of brand personality. Journal of Marketing Research, Vol. 34, No. 3, pp. 347–356.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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