An Evaluation of a Brand Personality Scale

In personality research, due to its comprehensiveness, personality scale based on Five Factor (the Big-Five) is often conceived as an integrative and measurable framework. Aaker s (1997) seminal article identifies brand personality dimensions of Sincerity, Excitement, Competence, Sophistication and Ruggedness, as the brand personality structure is grounded on personality scale based on Five Factors. However, Aaker s brand personality scale has recently been criticized on several grounds in the literature. In this respect, the aim of this study is to examine and validate a new brand personality measure which is developed by Geuens et al. (2009) and showed reliability and cross-cultural validity in Turkey, the U.S. and, eight other European countries. In spite of brand personality scale of Geuens et al. (2009) showed reliability and validity in the sample of Turkey, this scale focused only on selected focal brand of Coca-Cola. Therefore this study focused on three brands included functional, symbolic and functional-symbolic utilities provide to consumers. In this study, confirmatory factor analysis was used and consequently, this scale proved to be reliable, valid and practical for within determined brand comparisons.