Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317112 
Year of Publication: 
2018
Citation: 
[Journal:] Organizations and Markets in Emerging Economies [ISSN:] 2345-0037 [Volume:] 9 [Issue:] 2 [Year:] 2018 [Pages:] 324-341
Publisher: 
Vilnius University Press, Vilnius
Abstract: 
In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all dimensions might be suitable for measuring brand personality in a specific country or cross-cultural studies. Therefore, this paper aims to adapt and validate the scale proposed by J. Aaker in a context of a small emerging country. The scale validation takes place in several stages: starting with a qualitative study, involving experts, and finishing with an extensive quantitative study in three product categories. The research has revealed that in the Lithuanian context, the brand personality scale is composed of three dimensions, such as Sincerity, Modernity-Excitement and Competence. The scale, valid for a small emerging country, consists of 13 instead of 42 traits.
Subjects: 
brand personality
brand personality scale
emerging economy
scale validation
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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