Brand Personality — Ruggedness
Brand Personality — Ruggedness — Aaker's brand-personality dimension of Ruggedness: outdoorsy, tough traits.
What it measures
Aaker's brand-personality dimension of Ruggedness: outdoorsy, tough traits.
Scale items
The item wording is under the publisher's copyright, so we do not reproduce it here. You can find the full items in the original article (see the DOI below). In Explonia, signed-in users get this scale complete in the built-in library and can add it to their own study — no need to find the items yourself. For use in your own research; please cite the original source.
Source and citation
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.1177/002224379703400304
Reference table
| Property | Detail |
|---|---|
| Construct | Brand Personality — Ruggedness |
| Number of items | 3 |
| Response format | Likert-like |
| Journal | Journal of Marketing Research (1997) |
| DOI | 10.1177/002224379703400304 |
How to cite this page
If this page helped your research, you can cite it (APA 7):
Szymkowiak, A. (2026). Brand Personality — Ruggedness — validated scale (1997). Explonia. https://explonia.com/scales/brand-personality-ruggedness/
Last updated: July 2026
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