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
Keywords
Related Articles
- EP ID EP339817
- DOI -
- Views 156
- Downloads 0
Work-life balance practices and organizational commitment of academics at a Chilean University
Human resource policies and practices that improve work conditions, as well as employee adaptation to modern life demands affect the institution’s valuation within the Corporate Social Responsibility (CSR) framework. Amo...
Examining the effect of corporate and capital structure on operational efficiency in Chilean firms
We analyzed the effects of corporate and capital structures on the operational efficiency of Chilean companies. Corporate structure was measured by ownership structure and managerial discretion while capital structure is...
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...
Role of business schools, through their students, in the context of a regional innovation system: UCSC case Biobio region
The purpose of this paper is to propose a conceptual model that define the role of the business school’s students to support innovation and management of small businesses and local entrepreneurs, under the context of a R...
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...