A four-item semantic differential scale measuring the perceived novelty and distinctiveness of a brand's personality. Items assess whether the brand personality is seen as common or distinctive, ordinary or novel, predictable or surprising, and routine or fresh. As the novelty-based component of the BPA battery, this subscale captures how unexpected and creatively distinctive consumers find a brand's personality to be, relative to other brands in the category.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates: α = .788 (Study 3) and α = .912 (Study 4) — Freling, Crosno & Henard (2011). The Study 3 estimate falls below the .80 threshold; the scale is included on the basis of the Study 4 estimate. VALIDITY: Comprehensive validation across multiple studies as part of the BPA battery. NOTE: Part of the Brand Personality Appeal (BPA) battery alongside the Clarity (BPAC) and Favorability (BPAF) subscales — all three were co-validated and are intended for joint use.
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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