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Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India

Author

Listed:
  • Vinod Kumar Bishnoi
  • Ajay Kumar

    (Central University of Haryana)

Abstract

Brand Personality as a metaphor has been topic of interest for scholars especially after Aaker’s influential work. This study is an empirical comment on generalization of brand personality scale for bikes in India. The study revealed that BPS is not applicable in India in its present form. Ten items (‘down to earth’, ‘family oriented’, ‘small town’, ‘feminine’, ‘smooth’, ‘sincere’, ‘western’, ‘successful’, ‘sentimental’ and ‘independent’) from BPS were found to be not applicable for brand personality of bikes in India. The study argues that culture, social setting, non-anthropomorphism for certain traits and product misfits to be the potential reasons for non-applicability.

Suggested Citation

  • Vinod Kumar Bishnoi & Ajay Kumar, 2016. "Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 14-27, March.
    • Handle: RePEc:pal:jmarka:v:4:y:2016:i:1:d:10.1057_jma.2016.3
    DOI: 10.1057/jma.2016.3
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    References listed on IDEAS

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    1. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
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    Cited by:

    1. Jérôme Lacoeuilhe & Selima Ben Mrad & Samy Belaïd & Maria Petrescu, 2017. "Are brand benefits perceived differently in less developed economies ? A scale development and validation," Post-Print hal-01672929, HAL.
    2. Yi Xie & Siqing Peng & Daniel P. Hampson, 2020. "Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 662-678, November.
    3. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    4. Samy Belaid & Selima Ben Mrad & Jérôme Lacoeuilhe & Maria Petrescu, 2017. "Are brand benefits perceived differently in less developed economies? A scale development and validation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 111-120, December.
    5. Yi Xie & Siqing Peng & Daniel P. Hampson, 0. "Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-17.

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