Bir Marka Kişiliği Ölçeği Değerlendirmesi

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.

Anahtar Kelimeler:

Kişilik, marka faydası, marka kişiliği, ölçek geçerliliği, ölçek güvenilirliği

An Evaluation of a Brand Personality Scale

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 bereliable, valid and practical for within determined brand comparisons.

Keywords:

Personality, brand utility, brand personality, scale reliability, scale validity,

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