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.
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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