Masculine and Feminine Dimensions of Brand Personality: Initial Steps in Scale Development and Validation

ABSTRACT - This paper reports development and initial validation of a scale measuring masculine and feminine dimensions of brand personality. The first phase of this scale development project resulted in a scale comprising twelve descriptive adjectives: six pertaining to the masculine dimension and six related to the feminine dimension of brand personality. These subscales were unidimensional and orthogonal. The scale also successfully discriminated among brands that were a priori expected to differ in terms of masculine and feminine brand personality.

Citation:

Bianca Grohmann (2003) ,"Masculine and Feminine Dimensions of Brand Personality: Initial Steps in Scale Development and Validation", in E - European Advances in Consumer Research Volume 6, eds. Darach Turley and Stephen Brown, Provo, UT : Association for Consumer Research, Pages: 224.

European Advances in Consumer Research Volume 6, 2003      Page 224

MASCULINE AND FEMININE DIMENSIONS OF BRAND PERSONALITY: INITIAL STEPS IN SCALE DEVELOPMENT AND VALIDATION

Bianca Grohmann, Concordia University, Canada

ABSTRACT -

This paper reports development and initial validation of a scale measuring masculine and feminine dimensions of brand personality. The first phase of this scale development project resulted in a scale comprising twelve descriptive adjectives: six pertaining to the masculine dimension and six related to the feminine dimension of brand personality. These subscales were unidimensional and orthogonal. The scale also successfully discriminated among brands that were a priori expected to differ in terms of masculine and feminine brand personality.

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