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RESEARCH PRODUCT
Research Note: A Cross-Cultural Validation of Brand Personality Scales in Norway
Burak Tuncasubject
media_common.quotation_subjectContext (language use)NorwegianConfirmatory factor analysislanguage.human_languagelanguagePersonalityCross-culturalPersonality measurementPersonality Assessment InventoryPsychologySocial psychologyReliability (statistics)media_commondescription
Cross-cultural non-replicability of brand personality dimensions is undoubtedly a concern for researchers. This research note assesses the validity of two brand personality measurement scales presented by Aaker (1997) and Geuens et al. (2009) in Norway. Confirmatory factor analysis results revealed that, compared to Aaker (1997), Geuens et al.’s (2009) measurement model performs better in the Norwegian context. Overall, the paper illustrates the need for more rigorous reliability assessments when researchers adopt brand personality dimensions in studies outside the US.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2014-01-01 | SSRN Electronic Journal |