Araştırma Makalesi
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An Evaluation of a Brand Personality Scale

Yıl 2012, Cilt: 67 Sayı: 02, 1 - 28, 01.02.2012
https://doi.org/10.1501/SBFder_0000002248

Öz

In personality research, due to its comprehensiveness, personality scale based on Five Factor (the Big-Five) is often conceived as an integrative and measurable framework. Aaker's (1997) seminal article identifies brand personality dimensions of Sincerity, Excitement, Competence, Sophistication and Ruggedness, as the brand personality structure is grounded on personality scale based on Five Factors. However, Aaker's brand personality scale has recently been criticized on several grounds in the literature. In this respect, the aim of this study is to examine and validate a new brand personality measure which is developed by Geuens et al. (2009) and showed reliability and cross-cultural validity in Turkey, the U.S. and, eight other European countries. In spite of brand personality scale of Geuens et al. (2009) showed reliability and validity in the sample of Turkey, this scale focused only on selected focal brand of Coca-Cola. Therefore this study focused on three brands included functional, symbolic and functional-symbolic utilities provide to consumers. In this study, confirmatory factor analysis was used and consequently, this scale proved to be
reliable, valid and practical for within determined brand comparisons. 

Kaynakça

  • Aaker, David A. (1996), “Building Strong Brands,” New York: The Free Press.
  • Aaker, Jennifer (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34:342-352.
  • Aaker, Jennifer, Verónica Benet-Martínez ve Jordi Garolera (2001), “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs,” Research Paper No. 1668R., Graduate School of Business, Stanford University.
  • Aksoy, Lerzan ve Ayşegül Özsomer (2007) “Türkiye’de Marka Kişiliği Oluşturan Boyutlar,” 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı, Sakarya Üniversitesi, 1-14.
  • Ashton, Michael C., Kibeom Lee, Marco Perugini, Piotr Szarota, Reinout E De Vries, Lisa Di Blas, Kathleen Boies ve Boele De Raad (2004), “A Six-factor Structure of PersonalityDescriptive Adjectives: Solutions from Psychological Studies in Seven Languages,” Journal of Personality and Social Psychology, 86 (2): 356-366.
  • Austin, R. Jon, Judy A. Siguaw ve Anna S. Mattila (2003), “A Re-Examination of the Generalizability of the Aaker Brand Personality Measurement Framework,” Journal of Strategic Marketing, 11 (2): 77-92.
  • Avcılar, M. Yüksel (2008), “Tüketici Temelli Marka Değerinin Ölçümü,” Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17 (1): 11-30.
  • Azoulay, Audrey ve Jean-Noel Kapferer (2003), “Do Brand Personality Scales Really Measure Brand Personality?,” Brand Management, 11 (2): 143-155.
  • Bacanlı, Hasan, Tahsin İlhan ve Sevda Aslan (2009), “Beş Faktör Kuramına Dayalı Bir Kişilik Ölçeğinin Geliştirilmesi: Sıfatlara Dayalı Kişilik Testi (SDKT),” Türk Eğitim Bilimleri Dergisi, 7 (2): 261-279.
  • Bagozzi, Richard P. ve Youjae Yi (1988) “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16 (1): 74-95.
  • Barrick, Murray R. ve Michael K. Mount (1991), “The Big Five Personality Dimensions and Job Performance: A Meta-Analysis,” Personnel Psychology, 44: 1-26.
  • Bhat, Sobodh ve Srinivas K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation,” Journal of Business Research, 53:111-122.
  • Blythe, Jim (2007), “Advertising Creatives and Brand Personality: A Grounded Theory Perspective,” Journal of Brand Management, 14: 284-294.
  • Bosnjak, Michael, Valerie Bochmann ve Tanja Hufschmidt (2007), “Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context,” Social Behavior and Personality, 35 (3): 303-316.
  • Burisch, Matthias (1997), “Test Length and Validity Revisited,” European Journal of Personality, 11 (4): 303-315.
  • Çakır, Vesile ve Vedat Çakır (2008) “Televizyon Reklamlarının Algılanan Değeri ve Reklam Tutumu İlişkisi: Bir Yapısal Eşitlik Modeli,” İstanbul Üniversitesi İletişim Fakültesi Dergisi, 30:37-59.
  • Caprara, G. Vittorio, Claudio Barbaranellia ve Gianluigi Guido (2001), “Brand Personality: How To Make The Metaphor Fit?,” Journal of Economic Psychology, 22: 377-395. Churchill, Gilbert (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16 (1): 64-73.
  • d’Astous, Alain ve Melanie Levesque (2003), “A Scale for Measuring Store Personality,” Psychology & Marketing, 20 (5): 455-469.
  • De Chernatony, Leslie (1999), “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation, Journal of Marketing Management, 15 (1-3): 157-179.
  • Denissen, Jaap J. A., Rinie Geenen, Maarten Selfhout ve Marcel A. G. Van Aken (2007), “Singleitem Big Five Ratings in a Social Network Design,” European Journal of Personality, 22 (1): 37-54.
  • Deniz, Arzu ve Aysel Erciş (2008), “Kişilik Özellikleri ve Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma,” Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22 (2): 301-330.
  • Diamantopoulos, Adamantios, Gereth Smith ve Ian Grime (2005), “The Impact of Brand Extensions on Brand Personality: Experimental Evidence,” European Journal of Marketing, 39 (1/2): 129-149.
  • Digman, John M. (1990), “Personality Structure: Emergence of the Five-Factor Model,” Annual Review Psychology, 41: 417-40.
  • Fornell, Claes ve David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1): 39-50.
  • Funder, David C. (2001), “Personality,” Annual Review Psychology, 52: 197-22.1
  • Geuens, Maggie, Bert Weijters ve Kristof De Wulf (2009), “A New Measure of Brand Personality,” International Journal of Research in Marketing, 26: 97-107.
  • Goldberg, Lewis R. (1990), “An Alternative Description of Personality: The Big-Five Factor Structure,” Journal of Personality and Social Psychology, 59: 1216-1229.
  • Goldberg, Lewis R. (1992), “The Development of Markers for the Big-Five Factor Structure, Psychological Assessment, 4: 26-42.
  • Goldberg, Lewis R. ve Oya Somer (2000), “The Hierarchical Structure of Common Turkish PersonDescriptive Adjectives,” European Journal of Personality, 14: 497-531.
  • Goldberg, R. Lewis (1981), “Language and Individual Differences: The Search for Universals in Personality Lexicons,” Review of Personality and Social Psychology, 2: 141-165.
  • Goldberg, R. Lewis (1993), “The Structure of Phenotypic Personality Traits,” American Psychologist, 48 (1): 26-34.
  • Gosling, Samuel D., Peter J. Rentfrow ve William B. Swann Jr. (2003), “A very brief measure of the Big-Five personality domains,” Journal of Research in Personality 37: 504-528.
  • Gülgöz, Sami (2002), “Five-factor model and NEO-PI-R in Turkey,” A. J. Marsella (Series Ed.), R. R. McCrae ve J, Allik (Eds.), The Five-Factor Model Across Cultures, Kluwer Academis/PlenumYayınevi, ABD, 1-23.
  • Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham ve William C. Black (1998), “Multivariate Data Analysis,” Prentice-Hall, Inc., New Jersey, USA.
  • Harris, Fiona ve Leslie de Chernatony (2001), “Corporate Branding and Corporate Brand Performance,” European Journal of Marketing, 35 (3/4): 441-456.
  • Hawkins, I. Delbert, Roger J. Best ve Kenneth A.Coney (2004), Consumer Behavior Building Marketing Strategy, 9. Edition, McGraw-Hill Company, New York, 790.
  • John, Oliver P. ve Sanjay Srivastava (1999), “The Big-Five Trait Taxonomy: History, Measurement, and Theoretical Perspectives,” in L. Pervin and O.P. John (Eds.), Handbook of personality: Theory and research (2nd ed.). New York: Guilford.
  • Keller, K. Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1): 1-17.
  • Kim, K. Chung, Dongchul Han ve Seung-Bae Park (2001), “The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification,” Japanese Psychological Research, Volume 43 (4): 195-206.
  • Koçak, Akın ve Alper Özer (2004), “Marka Değeri Belirleyicileri: Bir Ölçek Değerlendirmesi”, 9. Ulusal Pazarlama Kongresi,” 6-8 Ekim 2004, Ankara
  • Konecnik, Maja ve Frank Go (2008), “Tourism Destination Brand Identity: The Case of Slovenia,” Brand Management, 15 (3): 177-189.
  • Lau, Kong Cheen ve Ian Phau (2007), “Extending Symbolic Brands Using Their Personality: Examining Antecedents and Implications Towards Brand Image Fit and Brand Dilution,” Psychology & Marketing, 24 (5): 421-444.
  • McCrae, Robert R. ve Oliver P. John (1992), “An Introduction to the Five-Factor Model and Its Applications,” Journal of Personality, 60 (2): 175-215.
  • Milas, Goran ve Boris Mlacic (2007), “Brand Personality and Human Personality: Findings from Ratings of Familiar Croatian Brands,” Journal of Business Research, 60: 620-626.
  • Nandan, Shiva (2005), “An Exploration of the Brand Identity–Brand Image Linkage: A Communications Perspective,” Brand Management, 12 (4): 264-278.
  • Özçelik, D. Güngör ve Ömer Torlak (2011), “Marka Kişiliği Algısı ile Etnosentrik Eğilimler Arasındaki İlişki: Levis ve Mavi Jeans Üzerine Bir Uygulama,” Ege Akademik Bakış, 11 (3): 361-377.
  • Park, C. Whan, Bernard J. Jaworski ve Deborah J. Maclnnis (1986), "Strategic Brand ConceptImage Management," Journal of Marketing, 50 (4): 621-35.
  • Plummer, Joseph. T. (1985), “How Personality Makes a Difference,” Journal of Advertising Research, 24: 27-31.
  • Rammstedt, Beatrice ve Oliver P. John (2007), “Measuring personality in one minute or less: A 10item short version of the Big Five Inventory in English and German,”, Journal of Research in Personality, 41: 203-212.
  • Saucer, Gerard ve Lewis R. Goldberg (1996), “Evidence for the Big Five in Analyses of Familiar English Personality Adjectives,” European Journal of Personality, 10: 61-77.
  • Saucier, Gerard (1994), “Mini-Markers: A Brief Version of Goldberg’s Unipolar Big-Five Markers,” Journal of Personality Assesment, 63 (3): 506-516.
  • Schermelleh-Engel, Karin, Helfried Moosbrugger ve Hans Müller (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures,” Methods of Psychological Research Online, 8 (2): 23-74.
  • Şencan, Hüner (2005), “Sosyal ve Davranışsal Ölçümlerde Güvenilirlik ve Geçerlilik,” Seçkin Yayınları, Ankara.
  • Şimşek Ö. Faruk (2007), “Yapısal Eşitlik Modellemesine GirişTemel İlkeler ve LISREL Uygulamaları,” Ekinoks Yayınları, Ankara.
  • Somer, Oya (1998), “Türkçe’de Kişilik Özelliği Tanımlayan Sıfatların Yapısı ve Beş Faktör Modeli,” Türk Psikoloji Dergisi, 13 (42): 17-32.
  • Somer, Oya ve Lewis R. Goldberg (1999), “Personality Processes and Individual Differences,” Journal of Personality and Social Psychology, 76 (3): 431-450.
  • Sung, Yongjun ve Spencer F. Tinkham (2005), “Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors,” Journal of Consumer Psychology, 15 (4): 334-350.
  • Sweeney, C. Jillian ve Carol Brandon (2006), “Brand Personality: Exploring the Potential to Move from Factor Analytical to Circumplex Models,” Psychology & Marketing, 23 (8): 639-663.
  • Tanaka, J. S. (1993). Multifaceted conceptions of fit in structural equation models. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (10-40). Newbury Park, CA: Sage.
  • Torlak, Ömer ve Cevahir Uzkurt (2005), “Kola Markası Kişiliklerinin Üniversite Öğrencileri Tarafından Algılanması,” İşletme Fakültesi Dergisi, 6 (2): 15-31.
  • Vazquez, Rodolfo, A. Belen del Rio ve Victor Iglesias (2002), “Consumer Based Brand Equity: Development and Validation of a Measurement Instrument, Journal of Marketing Management, 18 (1-2): 27-48.
  • Woods, Stephen A. ve Sarah E. Hampson (2005), “Measuring the Big Five with Single Items Using a Bipolar Response Scale,” European Journal of Personality,19: 373-390.

Bir Marka Kişiliği Ölçeği Değerlendirmesi

Yıl 2012, Cilt: 67 Sayı: 02, 1 - 28, 01.02.2012
https://doi.org/10.1501/SBFder_0000002248

Öz

Kişilik ile ilgili araştırmalarda, beş faktöre dayanan kişilik ölçeği (Big-Five) kapsamlı bir yapıda olması nedeniyle, bütünleyici ve ölçülebilir bir çerçeve olarak belirtilmektedir. Aaker (1997)’ın özgün çalışması, marka kişiliği yapısını beş faktöre dayanan kişilik ölçeğinde oluşturarak, marka kişiliği boyutlarını içtenlik, heyecan, yetkinlik, gelişmişlik ve sağlamlık olarak tanımlamaktadır. Ancak Aaker’ın marka kişiliği ölçeği, literatürde son dönemde birçok yönden eleştiri almaktadır. Bu bakımından, bu çalışmanın amacı Geuens vd. (2009) tarafından geliştirilen, Türkiye, ABD ve dokuz Avrupa ülkesinde güvenilirliği ve geçerliliği test edilen yeni bir marka kişiliği ölçeğini incelemek ve geçerliliğini test etmektir. Geuens vd. (2009)’nin marka kişiliği ölçeği Türkiye örnekleminde geçerli ve güvenilir sonuçlar göstermesine rağmen, bu ölçek sadece uluslararası bilinirlikte bir marka olması nedeniyle seçilen Coca-Cola kapsamında test edilmiştir. Bu nedenle bu çalışma, tüketicilere fonksiyonel, sembolik ve fonksiyonel-sembolik faydalar sunan üç marka üzerine odaklanmaktadır. Doğrulayıcı faktör analizi kullanılan bu çalışmanın sonucunda, belirlenen markalar kapsamında yapılan karşılaştırmada söz konusu ölçeğin güvenilir, geçerli ve uygulama açısından avantajlı olduğu belirlenmiştir.

Kaynakça

  • Aaker, David A. (1996), “Building Strong Brands,” New York: The Free Press.
  • Aaker, Jennifer (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34:342-352.
  • Aaker, Jennifer, Verónica Benet-Martínez ve Jordi Garolera (2001), “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs,” Research Paper No. 1668R., Graduate School of Business, Stanford University.
  • Aksoy, Lerzan ve Ayşegül Özsomer (2007) “Türkiye’de Marka Kişiliği Oluşturan Boyutlar,” 12. Ulusal Pazarlama Kongresi Bildiriler Kitabı, Sakarya Üniversitesi, 1-14.
  • Ashton, Michael C., Kibeom Lee, Marco Perugini, Piotr Szarota, Reinout E De Vries, Lisa Di Blas, Kathleen Boies ve Boele De Raad (2004), “A Six-factor Structure of PersonalityDescriptive Adjectives: Solutions from Psychological Studies in Seven Languages,” Journal of Personality and Social Psychology, 86 (2): 356-366.
  • Austin, R. Jon, Judy A. Siguaw ve Anna S. Mattila (2003), “A Re-Examination of the Generalizability of the Aaker Brand Personality Measurement Framework,” Journal of Strategic Marketing, 11 (2): 77-92.
  • Avcılar, M. Yüksel (2008), “Tüketici Temelli Marka Değerinin Ölçümü,” Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 17 (1): 11-30.
  • Azoulay, Audrey ve Jean-Noel Kapferer (2003), “Do Brand Personality Scales Really Measure Brand Personality?,” Brand Management, 11 (2): 143-155.
  • Bacanlı, Hasan, Tahsin İlhan ve Sevda Aslan (2009), “Beş Faktör Kuramına Dayalı Bir Kişilik Ölçeğinin Geliştirilmesi: Sıfatlara Dayalı Kişilik Testi (SDKT),” Türk Eğitim Bilimleri Dergisi, 7 (2): 261-279.
  • Bagozzi, Richard P. ve Youjae Yi (1988) “On the Evaluation of Structural Equation Models,” Journal of the Academy of Marketing Science, 16 (1): 74-95.
  • Barrick, Murray R. ve Michael K. Mount (1991), “The Big Five Personality Dimensions and Job Performance: A Meta-Analysis,” Personnel Psychology, 44: 1-26.
  • Bhat, Sobodh ve Srinivas K. Reddy (2001), “The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation,” Journal of Business Research, 53:111-122.
  • Blythe, Jim (2007), “Advertising Creatives and Brand Personality: A Grounded Theory Perspective,” Journal of Brand Management, 14: 284-294.
  • Bosnjak, Michael, Valerie Bochmann ve Tanja Hufschmidt (2007), “Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context,” Social Behavior and Personality, 35 (3): 303-316.
  • Burisch, Matthias (1997), “Test Length and Validity Revisited,” European Journal of Personality, 11 (4): 303-315.
  • Çakır, Vesile ve Vedat Çakır (2008) “Televizyon Reklamlarının Algılanan Değeri ve Reklam Tutumu İlişkisi: Bir Yapısal Eşitlik Modeli,” İstanbul Üniversitesi İletişim Fakültesi Dergisi, 30:37-59.
  • Caprara, G. Vittorio, Claudio Barbaranellia ve Gianluigi Guido (2001), “Brand Personality: How To Make The Metaphor Fit?,” Journal of Economic Psychology, 22: 377-395. Churchill, Gilbert (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16 (1): 64-73.
  • d’Astous, Alain ve Melanie Levesque (2003), “A Scale for Measuring Store Personality,” Psychology & Marketing, 20 (5): 455-469.
  • De Chernatony, Leslie (1999), “Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation, Journal of Marketing Management, 15 (1-3): 157-179.
  • Denissen, Jaap J. A., Rinie Geenen, Maarten Selfhout ve Marcel A. G. Van Aken (2007), “Singleitem Big Five Ratings in a Social Network Design,” European Journal of Personality, 22 (1): 37-54.
  • Deniz, Arzu ve Aysel Erciş (2008), “Kişilik Özellikleri ve Algılanan Risk Arasındaki İlişkilerin İncelenmesi Üzerine Bir Araştırma,” Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22 (2): 301-330.
  • Diamantopoulos, Adamantios, Gereth Smith ve Ian Grime (2005), “The Impact of Brand Extensions on Brand Personality: Experimental Evidence,” European Journal of Marketing, 39 (1/2): 129-149.
  • Digman, John M. (1990), “Personality Structure: Emergence of the Five-Factor Model,” Annual Review Psychology, 41: 417-40.
  • Fornell, Claes ve David F. Larcker (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research, 18(1): 39-50.
  • Funder, David C. (2001), “Personality,” Annual Review Psychology, 52: 197-22.1
  • Geuens, Maggie, Bert Weijters ve Kristof De Wulf (2009), “A New Measure of Brand Personality,” International Journal of Research in Marketing, 26: 97-107.
  • Goldberg, Lewis R. (1990), “An Alternative Description of Personality: The Big-Five Factor Structure,” Journal of Personality and Social Psychology, 59: 1216-1229.
  • Goldberg, Lewis R. (1992), “The Development of Markers for the Big-Five Factor Structure, Psychological Assessment, 4: 26-42.
  • Goldberg, Lewis R. ve Oya Somer (2000), “The Hierarchical Structure of Common Turkish PersonDescriptive Adjectives,” European Journal of Personality, 14: 497-531.
  • Goldberg, R. Lewis (1981), “Language and Individual Differences: The Search for Universals in Personality Lexicons,” Review of Personality and Social Psychology, 2: 141-165.
  • Goldberg, R. Lewis (1993), “The Structure of Phenotypic Personality Traits,” American Psychologist, 48 (1): 26-34.
  • Gosling, Samuel D., Peter J. Rentfrow ve William B. Swann Jr. (2003), “A very brief measure of the Big-Five personality domains,” Journal of Research in Personality 37: 504-528.
  • Gülgöz, Sami (2002), “Five-factor model and NEO-PI-R in Turkey,” A. J. Marsella (Series Ed.), R. R. McCrae ve J, Allik (Eds.), The Five-Factor Model Across Cultures, Kluwer Academis/PlenumYayınevi, ABD, 1-23.
  • Hair, Joseph F., Rolph E. Anderson, Ronald L. Tatham ve William C. Black (1998), “Multivariate Data Analysis,” Prentice-Hall, Inc., New Jersey, USA.
  • Harris, Fiona ve Leslie de Chernatony (2001), “Corporate Branding and Corporate Brand Performance,” European Journal of Marketing, 35 (3/4): 441-456.
  • Hawkins, I. Delbert, Roger J. Best ve Kenneth A.Coney (2004), Consumer Behavior Building Marketing Strategy, 9. Edition, McGraw-Hill Company, New York, 790.
  • John, Oliver P. ve Sanjay Srivastava (1999), “The Big-Five Trait Taxonomy: History, Measurement, and Theoretical Perspectives,” in L. Pervin and O.P. John (Eds.), Handbook of personality: Theory and research (2nd ed.). New York: Guilford.
  • Keller, K. Lane (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, 57 (1): 1-17.
  • Kim, K. Chung, Dongchul Han ve Seung-Bae Park (2001), “The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification,” Japanese Psychological Research, Volume 43 (4): 195-206.
  • Koçak, Akın ve Alper Özer (2004), “Marka Değeri Belirleyicileri: Bir Ölçek Değerlendirmesi”, 9. Ulusal Pazarlama Kongresi,” 6-8 Ekim 2004, Ankara
  • Konecnik, Maja ve Frank Go (2008), “Tourism Destination Brand Identity: The Case of Slovenia,” Brand Management, 15 (3): 177-189.
  • Lau, Kong Cheen ve Ian Phau (2007), “Extending Symbolic Brands Using Their Personality: Examining Antecedents and Implications Towards Brand Image Fit and Brand Dilution,” Psychology & Marketing, 24 (5): 421-444.
  • McCrae, Robert R. ve Oliver P. John (1992), “An Introduction to the Five-Factor Model and Its Applications,” Journal of Personality, 60 (2): 175-215.
  • Milas, Goran ve Boris Mlacic (2007), “Brand Personality and Human Personality: Findings from Ratings of Familiar Croatian Brands,” Journal of Business Research, 60: 620-626.
  • Nandan, Shiva (2005), “An Exploration of the Brand Identity–Brand Image Linkage: A Communications Perspective,” Brand Management, 12 (4): 264-278.
  • Özçelik, D. Güngör ve Ömer Torlak (2011), “Marka Kişiliği Algısı ile Etnosentrik Eğilimler Arasındaki İlişki: Levis ve Mavi Jeans Üzerine Bir Uygulama,” Ege Akademik Bakış, 11 (3): 361-377.
  • Park, C. Whan, Bernard J. Jaworski ve Deborah J. Maclnnis (1986), "Strategic Brand ConceptImage Management," Journal of Marketing, 50 (4): 621-35.
  • Plummer, Joseph. T. (1985), “How Personality Makes a Difference,” Journal of Advertising Research, 24: 27-31.
  • Rammstedt, Beatrice ve Oliver P. John (2007), “Measuring personality in one minute or less: A 10item short version of the Big Five Inventory in English and German,”, Journal of Research in Personality, 41: 203-212.
  • Saucer, Gerard ve Lewis R. Goldberg (1996), “Evidence for the Big Five in Analyses of Familiar English Personality Adjectives,” European Journal of Personality, 10: 61-77.
  • Saucier, Gerard (1994), “Mini-Markers: A Brief Version of Goldberg’s Unipolar Big-Five Markers,” Journal of Personality Assesment, 63 (3): 506-516.
  • Schermelleh-Engel, Karin, Helfried Moosbrugger ve Hans Müller (2003), “Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures,” Methods of Psychological Research Online, 8 (2): 23-74.
  • Şencan, Hüner (2005), “Sosyal ve Davranışsal Ölçümlerde Güvenilirlik ve Geçerlilik,” Seçkin Yayınları, Ankara.
  • Şimşek Ö. Faruk (2007), “Yapısal Eşitlik Modellemesine GirişTemel İlkeler ve LISREL Uygulamaları,” Ekinoks Yayınları, Ankara.
  • Somer, Oya (1998), “Türkçe’de Kişilik Özelliği Tanımlayan Sıfatların Yapısı ve Beş Faktör Modeli,” Türk Psikoloji Dergisi, 13 (42): 17-32.
  • Somer, Oya ve Lewis R. Goldberg (1999), “Personality Processes and Individual Differences,” Journal of Personality and Social Psychology, 76 (3): 431-450.
  • Sung, Yongjun ve Spencer F. Tinkham (2005), “Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors,” Journal of Consumer Psychology, 15 (4): 334-350.
  • Sweeney, C. Jillian ve Carol Brandon (2006), “Brand Personality: Exploring the Potential to Move from Factor Analytical to Circumplex Models,” Psychology & Marketing, 23 (8): 639-663.
  • Tanaka, J. S. (1993). Multifaceted conceptions of fit in structural equation models. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (10-40). Newbury Park, CA: Sage.
  • Torlak, Ömer ve Cevahir Uzkurt (2005), “Kola Markası Kişiliklerinin Üniversite Öğrencileri Tarafından Algılanması,” İşletme Fakültesi Dergisi, 6 (2): 15-31.
  • Vazquez, Rodolfo, A. Belen del Rio ve Victor Iglesias (2002), “Consumer Based Brand Equity: Development and Validation of a Measurement Instrument, Journal of Marketing Management, 18 (1-2): 27-48.
  • Woods, Stephen A. ve Sarah E. Hampson (2005), “Measuring the Big Five with Single Items Using a Bipolar Response Scale,” European Journal of Personality,19: 373-390.
Toplam 62 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Emre Şahin Dölarslan

Yayımlanma Tarihi 1 Şubat 2012
Gönderilme Tarihi 31 Temmuz 2014
Yayımlandığı Sayı Yıl 2012 Cilt: 67 Sayı: 02

Kaynak Göster

APA Dölarslan, E. Ş. (2012). Bir Marka Kişiliği Ölçeği Değerlendirmesi. Ankara Üniversitesi SBF Dergisi, 67(02), 1-28. https://doi.org/10.1501/SBFder_0000002248
AMA Dölarslan EŞ. Bir Marka Kişiliği Ölçeği Değerlendirmesi. SBF Dergisi. Şubat 2012;67(02):1-28. doi:10.1501/SBFder_0000002248
Chicago Dölarslan, Emre Şahin. “Bir Marka Kişiliği Ölçeği Değerlendirmesi”. Ankara Üniversitesi SBF Dergisi 67, sy. 02 (Şubat 2012): 1-28. https://doi.org/10.1501/SBFder_0000002248.
EndNote Dölarslan EŞ (01 Şubat 2012) Bir Marka Kişiliği Ölçeği Değerlendirmesi. Ankara Üniversitesi SBF Dergisi 67 02 1–28.
IEEE E. Ş. Dölarslan, “Bir Marka Kişiliği Ölçeği Değerlendirmesi”, SBF Dergisi, c. 67, sy. 02, ss. 1–28, 2012, doi: 10.1501/SBFder_0000002248.
ISNAD Dölarslan, Emre Şahin. “Bir Marka Kişiliği Ölçeği Değerlendirmesi”. Ankara Üniversitesi SBF Dergisi 67/02 (Şubat 2012), 1-28. https://doi.org/10.1501/SBFder_0000002248.
JAMA Dölarslan EŞ. Bir Marka Kişiliği Ölçeği Değerlendirmesi. SBF Dergisi. 2012;67:1–28.
MLA Dölarslan, Emre Şahin. “Bir Marka Kişiliği Ölçeği Değerlendirmesi”. Ankara Üniversitesi SBF Dergisi, c. 67, sy. 02, 2012, ss. 1-28, doi:10.1501/SBFder_0000002248.
Vancouver Dölarslan EŞ. Bir Marka Kişiliği Ölçeği Değerlendirmesi. SBF Dergisi. 2012;67(02):1-28.

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