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 163
- Downloads 0
Profitability of Petróleos Mexicanos: determinants and discussions on the public budget
Mexico’s oil market sharp fluctuations in the last decade have had a direct impact in the industry’s profitability. The current study revises the factors that influence the profitability behavior of Pemex. Likewise, a br...
A look of economic, symbolic aspects and emotions as part of a set of practices that determine consumer experiences luxury goods
The present work aims to, identify and understand the manifest attitudes by a group of consumers of different segments, in relation to the decision-making process of purchase of brands of luxury in two regions of the cou...
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...
Psychological types and learning styles of undergraduate students of an economic and administrative science faculty in Chile
The aim of this study is to explore the psychological types and learning styles of Economic and Administrative Science students in Chile. A quantitative study with 231 undergraduate students was carried out, based on the...
Hotel sector and internet use in Chile: an exploratory study
Undoubtedly the use of the Internet offers important benefits for the hotel industry as well as a decision-making tool for tourists in their trips. Consequently, the aim of this study is to explore the virtual commercial...