Brand Personality Instrument Qualtrics

Assignment5 – Brand Personality Instrument (Qualtrics)

Product anthromorphism is defined as “attributing human characteristics to something that is not human.” Marketers encourage this practice by using humanized spokes-characters’ personalities. Few examples of these “personalities” are included in the following table.



Keebler Elf

Keebler Cookie

M&M’s People




Silly Rabbit


Mr. Peanut


Pillsbury Dough Boy


Lucky Charms Leprechaun

Lucky Charms

Kool-Aid Man


Toucan Sam

Froot Loops

Aunt Jemima

Aunt Jemima

Elsie the Cow


Jolly Green Giant

Jolly Green Giant


Taco Bell

Chester the Cheetah




The Cow


Tony the Tiger

Frosted Flakes

Previous scholarly research has examined the likability and role of spokes-characters in advertising campaigns and brands (e.g., Callcott & Phillips, 1996; Garretson & Burton, 2005; Garretson & Niedrich, 2004). However, limited attention has been given to the relationship between humanized spokes-characters and key brand constructs (e.g. awareness, trust, loyalty).

Your problem is how to measure the impact of humanized spokes-characters on brand awareness, brand trust and brand loyalty. (See the scales below). You must assume your sample is composed of young consumers.

Develop a questionnaire to administer a survey using Qualtrics. (Do not collect data).

  • Include survey instructions.
  • Prepare at least five statements using a Likert scale items (using 5 point scale).
  • Prepare at least five semantic differential items.
  • Prepare at least two rank-order scales items.
  • Prepare at least two behavior intention scale items to measure the likelihood that consumers will act in the expected way.
  • Include relevant demographic questions at the end of the survey.


  • Be precise, concise and to the point.
  • The anonymous link to your survey should be submitted via Blackboard-Assignments/Projects tab.


Brand trust scale:

  • I trust this brand;
  • I rely on this brand;
  • This is an honest brand;
  • This brand is safe.

Brand awareness scale:

  • I know what the symbol (mascot) of this brand looks like;
  • I have no difficulties in imaging this brand in my mind;
  • I can quickly recall the symbol of this brand;
  • I have an opinion about this brand.

Brand loyalty scale:

  • If I am going to buy other good other than this, I will choose this brand;
  • Compared to other brands that have similar features, I am willing to pay a premium (higher) price for this brand;
  • I will not buy other brands if this brand is available at the store;
  • I will think twice to buy another brand if it is almost the same with this brand;
  • I make my purchase selection of this good according to my favorite brand name, regardless of price.
You can leave a response, or trackback from your own site.


15 Responses to “Brand Personality Instrument Qualtrics”

  1. 437768 918937The leading source for trustworthy and timely health and medical news and information. 199493

  2. 138827 383216Hey there. I want to to inquire somethingis this a wordpress weblog as we are thinking about shifting more than to WP. Also did you make this theme on your personal? Thanks. 316241

  3. 803898 9787I admire your piece of function, regards for all the interesting posts . 833374

  4. 2146 424577hello excellent site i will definaely come back and see once more. 901802

  5. 914869 286080Some truly nice stuff on this site , I like it. 761172

  6. 146337 612151Excellent read, I just passed this onto a colleague who was doing a little research on that. And he really bought me lunch because I discovered it for him smile So let me rephrase that. 163622

  7. 756839 993286Im agitated all these write-up directories. It certain would be good to have every write-up directory that instantly accepts articles. 146588

  8. 329061 315647I visited a lot of site but I conceive this 1 contains something unique in it in it 830645

  9. 509559 624356It shows how you comprehend this topic. Added this page, is for a lot more. 401849

  10. 리버홀덤 says:

    462657 93897This is a great web page, could you be interested in doing an interview about just how you created it? If so e-mail me! 608202

  11. 953095 608612Aw, this was a really good post. In concept I would like to put in writing like this in addition – taking time and actual effort to make a really very good article but what can I say I procrastinate alot and by no indicates appear to get something done. 81146

  12. Becoming the most complex place in history.

  13. You can get the warriors

  14. Buy CBD Oil says:

    924871 689227I like the way you conduct your posts. Hmm 235892

  15. Home Page says:

    950173 417397Just what I was searching for, appreciate it for posting . 377979

Leave a Reply

Powered by WordPress | Designed by: buy backlinks | Thanks to webdesign berlin, House Plans and voucher codes