Brand Personality (Ruggedness)

What it measures

A multiple-item scale measuring brand personality.

Response format

5-point scale

Scale items

• outdoorsy
• masculine
• Western
• tough
• rugged

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Reported alpha coefficients range from .89 to .90 across samples or studies. Factor analytic procedures were used to support the scale's structural validity.

Citation

Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34 (August), 347- 356.

Keywords