Developing a Scale to Measure Brand Values

Towards a common terminology for music branding campaigns

“…Brand personality refers to a set of human personality traits associated with a brand, such as responsibility, activity, emotionality, aggressiveness, or simplicity (Geuens, Weijters, & De Wulf, 2009). On the other hand, a brand identity typically also encompasses terms describing human values, such as achievement/power, aesthetics, benevolence, ecology, health, hedonism, self-direction, stimulation, or tradition (Gaus et. al., 2010).…”