Abstract

This study focuses on the validation in the Italian context of the Brand Personality Scale developed by Jennifer Aaker. Five hundred and three Italians participated to this study. Bulgari's personality was assessed by means a questionnaire containing the Italian translation of the 42 traits of Aaker's Brand Personality Scale. Respondents rated how much each trait described Bulgari's personality. Results from exploratory and confirmatory factor analyses did not supported Aaker's Brand Personality Scale's structure, with four factors emerging instead of the original five factor structure. These results were confirmed in a second study in which the personality of Nokia and Ceres brands was assessed.