Exploring Brand Personality Scale Development Using Rasch Modelling

Francisco J. Conejo, Ben Wooliscroft, Andrea Insch
Marketing Bulletin,Vol. 27, Issue 1, Pages: 1-23.
Scales in marketing rarely comply with measurement theory’s unidimensionality, invariance and concatenation requirements. To address this, Rasch Modelling is applied to the Brand Personality (BP) construct, redefined as the set of human mental traits consistently associated to brands across situations and time. Ten Rasch BP scales are developed, positive and negative ones for each Big Five personality dimension. A first step towards actual BP measures, these scales lay the foundations for refinement. Addressing the notion of measurement itself, this paper highlights the importance of considering constructs from an intensity perspective, likely fertile ground for future marketing research.