A seven-item semantic differential scale measuring the overall evaluative favourability of a brand's personality — the degree to which the personality projected by a brand is liked, viewed positively, and perceived as desirable. Items span satisfactory/unsatisfactory, unpleasant/pleasant, attractive/unattractive, positive/negative, bad/good, poor/excellent, and undesirable/desirable dimensions. As the affective-evaluative component of the BPA battery, this subscale assesses whether a brand's personality is well-regarded independently of how clear or distinctive it is.
Freling, Traci H., Jody L. Crosno, and David H. Henard (2011). Brand personality appeal: Conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392–406.
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