Brand measurement scales and underlying cognitive dimensions

The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps.

Brand measurement scales and underlying cognitive dimensions

Marco Visentin, Mariachiara Colucci and Gian Luca Marzocchi

University of Bologna

Background

In this paper we present the results of an exploratory study aimed at comparing two perceptual representations of competing brands obtained through two measurement scales: the Aaker brand personality scale and an empirical scale based on a focus group. We then advance a solution as to what causes the underlying cognitive dimensions of the two scales to converge, and discuss the challenges implicit in our findings for current accepted theory in this field.

A perceptual map is...

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