Brand Personality Instrument Qualtrics

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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.

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