A New Approach to Measure Perceived Brand Personality Associations Among Consumers, pp. 17-24

Bob Heere

Brand personality research has made extensive use of factor modeling to grasp the dimensions of brand personality. Many scholars have adapted this technique to capture the brand personality of an organization. It is argued in this study that letting consumers associate a brand with a personality through factor modeling is flawed and anthropomorphic in nature. Therefore, the author proposes a different technique to measure these associations, by asking managers about what personality associations they implement while marketing their brand. Based on their responses, a list of associations was compiled and sent out to their fans, to measure the effectiveness of the organization to portray the brand associations. Results indicate that by implementing this strategy managers are able to grasp a more precise concept of the perceived personality associations of the brand. In addition, the strategy provided managers with more in-depth information on their brand by measuring the brands’ importance and representativeness among their consumers.