Measuring the Brand Personality Dimensions of Modest Fashion Industry in Malaysia

Authors

  • Ami Suhana Menon
  • Muhammad Shahrin Hashim
  • Muhammad Asyraf Hasim

Abstract

Brand personality is one of the key concepts in branding that can be used to create competitive differentiation. Brand personality scale by Aaker (1997) has been widely used however many studies has shown that the scale is not stable across various businesses. In view of that, this study examines the structure of brand personality dimensions in modest fashion industry in Malaysia. Samples of 400 respondents were surveyed to establish the dimensions of brand personality among the generation y female. Based on the Principle Component Analysis result, a new dimension emerged and expanded the original five dimensions; sincerity, excitement, competence, sophisticated and ruggedness. The motivation to focus on generation y female consumers is the assumption that they will be drawn to brands that reflect to individual personality. Validation of new constructs brings a significant interaction of measurements of brand personality. Structural Equation Modelling (SEM) approach was employed to examine and validate detail proposed dimensions with a series of observed variables. The findings empirically support the reliability and validity of the scale developed. The result also revealed that the new dimension of brand personality can be a suitable enhancer to develop brand personality scale for modest fashion in Malaysia.

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Published

2020-01-21

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Section

Articles