Brand Personality Scale (Aaker, 1997)

Please indicate your agreement with the following statements

This brand is…

(Down-to-earth)
down-to-earth
family-oriented
small-town

(Honest)
honest
sincere
real

(Wholesome)
wholesome
original

(Cheerful)
cheerful
sentimental
friendly

(Daring)
daring
trendy
exciting

(Spirited)
spirited
cool
young

(Imaginative)
imaginative
unique

(Up-to-date)
up-to-date
independent
contemporary

(Reliable)
reliable
hard working
secure

(Intelligent)
intelligent
technical
corporate

(Successful)
successful
leader
confident

(Upper class)
upper class
glamorous
good looking

(Charming)
charming
feminine
smooth

(Outdoorsy)
outdoorsy
masculine
Western

(Tough)
tough
rugged

Shorter version

Sincerity (down-to-earth, honest, wholesome, cheerful)
Excitement (daring, spirited, imaginative, up-to date)
Competence (reliable, intelligent, successful)
Sophistication (upper class, charming)
Ruggedness (outdoorsy, tough)

Source: Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347.

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