This scale measures how efficient, reliable, responsible, and dependable an object is perceived to be. Melzner and Raghubir (2023) used it across four studies on how the sound quality of audio logos shapes brand personality perceptions.
7-point scale (anchors not stated by the focal paper)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong across all four administrations, ranging from .81 to .93 (Melzner and Raghubir 2023, pp. 937, 943). The four items are reused verbatim from the competence facet of Aaker's (1997) widely used Brand Personality scale, which reported its own alpha of .93. Because this is a verbatim reuse of a seminal, highly-cited instrument, the reliability above reflects only the focal paper's administrations, not an adaptation. Original source: Aaker, Jennifer L. (1997), "Dimensions of Brand Personality," Journal of Marketing Research, 34 (August), 347-356. Although used here with audio logos, the item wording is generic enough to apply to a wide range of branded objects.
Melzner, Johann and Priya Raghubir (2023), "The Sound of Music: The Effect of Timbral Sound Quality in Audio Logos on Brand Personality Perception," Journal of Marketing Research, 60 (5), 932-949.
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