From Aaker to Heere: A Review and Comparison of Brand Personality Scales

22 Pages Posted: 20 May 2012

See all articles by Jijo George

Jijo George

Pondicherry University, School of Management, Students

Victor Anandkumar

Pondicherry University

Date Written: May 17, 2012


Purpose: To review the important brand personality measurement scales and to draw comparisons among them in order to identify their strengths and weaknesses.

Methodology: The scales included in this study were chosen on the basis of two criteria, either they should introduce a new approach to measure brand personality or should be based on a new conceptual definition of the construct. The selected scales were compared on the basis of their theoretical base, utility and cross-cultural validity.

Findings and Suggestions: The study reveals that the different scales introduced by researchers to measure brand personality have helped in addressing various criticisms related to brand personality measurement. A comparison of various brand personality scales identified their strengths and weaknesses and the specific contexts where in they will be most suitable. Future works in this field can be carried out incorporating these developments.

Originality/ Value: Though there have been a lot of studies done in the area of brand personality measurement, no study till date has compared the various approaches used by researchers to measure the concept. This study reviews the existing approaches to brand personality measurement, identifies the commonalities and the base for comparison and develops a comparative framework of brand personality measurement approaches.

Suggested Citation

George, Jijo and Anandkumar, Victor, From Aaker to Heere: A Review and Comparison of Brand Personality Scales (May 17, 2012). Available at SSRN: or

Jijo George (Contact Author)

Pondicherry University, School of Management, Students ( email )


Victor Anandkumar

Pondicherry University

Mahe Centre, Cemetery Road
Pondicherry University
Pondicherry, IN Puducherry UT 605 014

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