A five-item semantic differential scale measuring the degree to which a brand's personality is perceived as clearly defined and easy to discern. Items tap apparent versus unapparent, distinct versus indistinct, obvious versus not obvious, vague versus well-defined, and unclear versus clear dimensions of brand personality clarity. Part of the three-scale Brand Personality Appeal (BPA) battery, this subscale captures how legible and unambiguous a brand's personality comes across to consumers, independent of whether that personality is liked or seen as original.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates: α = .866 (Study 3) and α = .925 (Study 4) — Freling, Crosno & Henard (2011). Seven-week test-retest stability examined in Study 4. VALIDITY: Extensive validation including content validity via expert panel, CFA, convergent and discriminant validity, and nomological validity. Items 2 and 3 are reverse-scored (distinct/indistinct; obvious/not obvious). NOTE: Part of the Brand Personality Appeal (BPA) battery developed alongside the Favorability (BPAF) and Originality (BPAO) subscales — all three were co-validated and are intended for joint use when the full appeal profile of a brand's personality is the research focus.
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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