ABSTRACT The macro versus micro debate in the brand personality literature has yielded a variety of micro approach brand personality scales for different media, with both differences and parallels in personality dimensions uncovered. The observed parallels in media brand personality dimensions and the varying media contexts under which empirical tests of selective exposure theories have been conducted suggest some common ground in the way that media product brands of different formats are perceived by individuals prior to selection and that the optimal method of measuring brand personality for media products may be neither broad macro inventories nor highly context-specific micro measures but somewhere in between. This article discusses the construction of a unified scale of media brand personality that can measure the personality of movie, TV show, pop song, news, and video game brands. The results of a two-step study consisting of free-association task (N = 1,440) and factor structure formation survey of selected items (N = 4,967) suggest a three-factor structure consisting of aggression, heroism, and warmth. Communication, media management, and marketing ramifications of this scale and potential directions of future research are discussed.

中文翻译：

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媒体品牌个性的统一测量：为多媒体开发媒体品牌个性量表

摘要 品牌个性文献中的宏观与微观辩论已经产生了针对不同媒体的各种微观方法品牌个性量表，揭示了个性维度的差异和相似之处。在媒体品牌个性维度上观察到的相似之处以及对选择性曝光理论进行实证检验的不同媒体背景表明了一些共同点，即个人在选择之前感知不同格式的媒体产品品牌的方式以及最佳方法衡量媒体产品品牌个性的方法可能既不是广泛的宏观库存，也不是高度特定于上下文的微观测量，而是介于两者之间。本文讨论了构建一个统一的媒体品牌个性量表，可以衡量电影的个性，电视节目、流行歌曲、新闻和视频游戏品牌。由自由联想任务 (N = 1,440) 和选定项目的因子结构形成调查 (N = 4,967) 组成的两步​​研究的结果表明，三因子结构由侵略性、英雄主义和温暖组成。讨论了这种规模的传播、媒体管理和营销影响以及未来研究的潜在方向。