Measurement, validity, and dimensionality of Jennifer Aaker’s brand personality scale for a mobile telephone brand in a developing country

Abstract

Branding and brand personality have become major areas of interest for marketing strategists and academicians. This has, in turn, led to an interest in determining ways to judge brands' own personality and the implications for these in the market. In 1997, Jennifer Aaker developed a brand personality scale which identified five key brand dimensions. Her study was conducted in the U.S., and since then researchers have assessed the reliability, validity, and dimensionality of her scale in different parts of the world. There has however been a paucity of studies in Africa, including Kenya, that focus on validating Aaker's brand personality scale. This study was centered on assessing the reliability, validity, and dimensionality of the brand personality scale in Kenya, a developing country. In doing so, data was gathered from customers of Safaricom, a mobile phone service provider. The sample for this study was drawn from both undergraduate and graduate students at the United States International University-Africa. The data collection instrument was an adaptation of Aaker's brand personality scale, with 42 items. Altogether, 211 completed questionnaires were used in the final analysis. Cronbach's Alpha values of each construct confirmed that good reliability exists with the data. Principle component analysis was employed to determine the important factors of brand personality. As opposed to the 42 items in the Aaker scale, only 22 were found to satisfy requirements, and 20 items were therefore discarded. Seven dimensions were identified through the CFA, as opposed to the five by Aaker. A structural equation model was developed showing the relationships between the seven dimensions and brand personality, and all the seven were significant. Safaricom brand personality was identified as excitement by consumers after the regression path coefficient.

Assessment of Library Service Quality at University of The Bahamas Libraries

“…Researchers from Africa and Asia evaluated the adaptability of LibQUAL to non-Western settings finding that with adjustments, LibQUAL was useful (Rehman et al, 2014, p. 86). The results of Kiriri's (2019) study validated similar studies that endorsed modifying LibQual, as needed, to fit the unique circumstances of the society and cultures the libraries served, thus the survey has been used in The Bahamian context and produced meaningful results.…”

The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty

“…It is also more difficult to establish good communication with prospective consumers since it is highly challenging to present such brand efficiently, and to make people remember a brand with a weak or no personality. Brand personality affects brand love, brand trust, brand commitment and purchase intention (Becheur et al, 2017;Mao et al, 2020;Tong et al, 2018) and enables companies to create unique positions of their brands in their consumers' minds, therefore increasing brand equity (Helmi et al, 2019;Kiriri, 2019;Starcevic, 2016). Since brand personality is more difficult to imitate, it provides sustainable competitive advantage (Aaker, 1997;Helmi et al, 2019;Lim, 2013;Sung et al, 2010;Starcevic, 2016).…”

Pengaruh Kualitas Layanan Perpustakaan dan Aktivitas Kegiatan Pustakawan Terhadap Kepuasan Pengguna Perpustakaan di Era 4.0

“…2) Kontrol pribadi sumber daya elektronik dan infrastruktur komputasi untuk mencari dan menemukan informasi oleh pengguna; 3) Akses ke informasi ( koleksi dalam hal cakupan, ketersediaan, mata uang, dll); 4) Perpustakaan sebagai ruang seperti citra perpustakaan sebagai ruang karya intelektual, refleksi sebagai pengembangan tugas, lingkungan umum dan distribusi ruang (Morales et al, 2012). Alat ukur model LibQUAL terdiri dari 3 dimensi dengan jumlah 16 item yang valid dan reliabel sebagai karakteristik kualitas layanan perpustakaan yaitu 1) Pengaruh pelayanan/kinerja staf dengan karakteristik konsisten, sopan, siap menjawab pertanyaan pengguna, dapat menjawab pertanyan pengguna, penuh perhatian, memahami kebutuhan penggunanya, selalu membantu pengguna, dapat diandalkan; 2) Pengendalian informasi dengan karakteristik dapat diakses dari semua tempat, situs web yang efektif dan efisien, perpustakaan memungkinkan saya menemukan informasi sendiri , koleksi cetak dan elektronik tersedia lengkap lengkap; 3) Perpustakaan sebagai tempat informasi dengan karakteristik perpustakaan memiliki ruang yang menginspirasi belajar dan belajar, perpustakaan memiliki ruang yang tenang untuk aktivitas individu, perpustakaan adalah lokasi yang nyaman dan mengundang pengguna, perpustakaan adalah tempat liburan yang ideal untuk belajar, belajar, atau penelitian, perpustakaan memiliki ruang komunitas untuk belajar kelompok dan kelompok studi/diskusi (Kiriri, 2019).…”