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.

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.

Format

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