Self Image, Brand Image, Brand Congruity (Malhotra, 1981)

Semantic Differential scale

On a scale of 1 to 10, I consider this my self/ this brand/this product as …

Rugged…………Delicate
Excitable…………Calm
Uncomfortable…………Comfortable
Dominating…………Submissive
Thrifty…………Indulgent
Pleasant…………Unpleasant
Contemporary…………Outdated
Organized…………Disorganized
Rational…………Emotional
Youthful…………Mature
Formal…………Informal
Traditional…………Progressive
Complex…………Simple
Colorless…………Colorful
Modest…………Vain

Likert Scale

Rugged
Excitable
Uncomfortable
Dominating
Thrifty
Pleasant
Contemporary
Organized
Rational
Youthful
Formal
Traditional
Complex
Colorless
Modest

Source:  Malhotra, N. K. (1981). A scale to measure self-concepts, person concepts, and product concepts. Journal of marketing research, 456-464.

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