Characterizing brand personality models during the period 1997-2015
Journal Title: RAN - Revista Academia & Negocios - Year 2017, Vol 2, Issue 2
Abstract
Brand personality has been studied and completed over the past two decades. Currently, studies comprise characterization and differentiations among brands. Jennifer Aaker (1997) proposed a generizable and reliable scale model applicable to the American context, which stated 5 different dimensions of brand personality: competition, toughness, sincerity, sophistication and emotionality. Literature shows opposing views to Aaker’s model applicability: on the one hand, there’s evidence that the model can be replicated in different cultural and business contexts; on the other hand, there are some concerns on its applicability due to the fact that consumer’s taste and perception may vary from one country to the other. This study consists in a theoretical and evolutionary review of brand personality models from 2005 to 2015. Since Aaker’s models was found to be used in the majority of the studies, the 5 dimensions of brand personality were ratified.
Authors and Affiliations
Manuel Escobar Farfan, Camila Mateluna
An explanatory model of women’s entrepreneur intention within a government funded entrepreneurship program
This study consists in an explanatory model of the entrepreneur intention (EI) of a group of women participating in the Learning to Undertake Project (LTU) financed by PRODEMU (Women’s Promotion and Development Fund) in...
Business model for beef production in Chile
The objective of this study is to develop a business model to enhance cattle population, income and profitability of Region de los Lagos’ (Chile) cattle industry based on meat production from male dairy (uncastrated calv...
On the linkage between public policies and exporting activity in Aguascalientes, Mexico
This paper analyzes the impact of automotive industry on employment generation in the State of Aguascalientes, since exporting is considered a more relevant economic activity than manufacturing. In the last decades, inte...
Wood industry in Colombia: key resources for export performance
An exploratory assessment of the resources and capacities of Soledad-Atlantico wooden furniture manufacturers and dealers to carry out exports sales was conducted by means of a survey applied to a stratified sample of 19...
Balanced scorecard applied to city’s management
Transparenting, improving and strengthening city management demands of updated tools to aid key aspects of decision making process in a city’s administration. This study presents a Balanced Scorecard (BSC) for Chilean ci...