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.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates: α = .948 (Study 3) and α = .933 (Study 4); α = .852 also reported — Freling, Crosno & Henard (2011). VALIDITY: Comprehensive validation evidence including expert content validation, CFA, convergent, discriminant, and nomological validity. Items 1, 3, and 4 are reverse-scored. NOTE: Part of the Brand Personality Appeal (BPA) battery alongside the Clarity (BPAC) and Originality (BPAO) subscales — the three scales were co-validated and are designed to be used together to assess the full multidimensional appeal profile of a brand's personality.
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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