Towards a Higher Generalizability of Brand Personality Scales

Theo Lieven, University of St. Gallen, Switzerland
The generalizability of popular brand personality scales is in question. Researchers have reported problems when attempting to replicate existing scales. Since scale creation methods are based on the lexical approach, this study proposes a procedure to enhance generalizability by the collection of synonyms from the dictionary.
[ to cite ]:
Theo Lieven (2013) ,"Towards a Higher Generalizability of Brand Personality Scales", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.