{"product_id":"comparing-brand-personality-measures-von-anastasia-alpatova","title":"Comparing Brand   Personality Measures","description":"\u003cp\u003eIn response to wide criticism of brand  personality measures for embracing other aspects rather than brand personality construct  alone, Geuens et al. (2009) have recently introduced a new measure that consists of  personality items only.    The present research seeks to empirically examine and compare Geuens et al.¿s scale  with the established alternative measure by Aaker (1997). The data was collected with the use  of a split sample approach and by means of questionnaire survey, within the UK premium  skincare market. The comparisons were carried out in brand- and respondent-level analyses.  The results show that both measures revealed similar patterns in terms of personality  profiles of the studied brands, however Geuens et al.¿s measure discriminated more between  brands and between consumer segments. It is concluded that the findings provide solid  justification in favour of the new measure¿s superiority over the commonly used alternative  by Aaker in the given research context.   This study should be useful to marketing scholars and practitioners alike, or anyone else who may be considering utilizing brand personality measures for marketing efforts.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783844333121\"\u003e\u003ch3\u003eAn Empirical Study of   Geuens et al.'s and Aaker's Scales\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783844333121","offer_id":39493479039069,"sku":"9783844333121","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/40f21c80-40d8-4381-bb22-17c11bad3dba.jpg?v=1757911487","url":"https:\/\/shop.autorenwelt.de\/en\/products\/comparing-brand-personality-measures-von-anastasia-alpatova","provider":"Autorenwelt Shop","version":"1.0","type":"link"}