The BPA scale measures a consumer's perception of a brand's ability to appeal through the combination of human characteristics associated with it. Distinct from the Aaker (1997) Brand Personality Scale, which diagnoses the nature of a brand's personality traits, the BPA scale assesses the evaluative and affective appeal of that personality to consumers. Three dimensions capture different aspects of appeal: Favorability reflects the extent to which consumers positively regard the brand's personality; Originality reflects perceived novelty and distinctiveness relative to other brands in the same product category; and Clarity reflects how apparent and recognisable the personality is to consumers. All three dimensions positively influence purchase intentions, with Favorability exerting the strongest and most consistent effect. The scale was developed through MBA focus groups, in-depth consumer interviews, expert content validity panels, and five validation studies across multiple brands and product categories.
Freling, T. H., Crosno, J. L., & Henard, D. H. (2011). Brand personality appeal: Conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406. https://doi.org/10.1007/s11747-010-0208-3
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