Brand personality trait marking using non-verbal measurement

The study investigates the viability of using the Self Assessment Manikin (SAM) as a nonverbal instrument for measuring the personality dimensions of agreeableness, surgency and emotional stability as they relate to brand personality.; Respondents were selected from a national panel maintained by National Family Opinion Research. Participants in the study rated five nationally known brands using the Goldberg 50 item semantic scale and the nonverbal SAM scale.; Factor analysis and structural equation modeling were used to test the appropriateness of the scales and the model for the measurement of brand personality.; Results were significant and indicate the SAM characters can be used to mark these three personality traits as they relate to brands.