Dimensions of Product Brand Personality

Abstract

The success of a brand relies on the extent to which it differentiates itself from the myriad of competitors. As brands seek to become distinctive, brand personality is viewed as a viable metaphor for understanding consumers’ perceptions of brands and for crafting a unique identity in their minds. Measurement and management of brand personality becomes significant in this regard. Most of the existing brand personality scales are either designed to measure the brand personality construct in general or to measure particular categories of brands. There is a lack of a scale which measures the personality of product brands as such. This research tries to fill this lacuna by creating a new product brand personality scale incorporating various advancements in the field of brand personality measurement. This study employs a mixed method approach and the important phases include construct definition, item generation, measure purification, assessment of reliability and validity, and development of a short version of the scale. Findings of this research reconfirm the consumers' tendency to attribute personality characteristics to brands. It also identifies seven dimensions of product brand personality with 26 items.