| Revue: | BAR - Brazilian Administration Review |
| Base de datos: | CLASE |
| Número de sistema: | 000415194 |
| ISSN: | 1807-7692 |
| Autores: | Muniz, Karlan Muller1 Marchetti, Renato Zancan1 |
| Instituciones: | 1Pontificia Universidade Catolica do Parana, Programa de Posgraduacao em Administracao, Curitiba, Parana. Brasil |
| Año: | 2012 |
| Periodo: | Abr-Jun |
| Volumen: | 9 |
| Número: | 2 |
| Paginación: | 168-188 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Revisión bibliográfica |
| Enfoque: | Descriptivo |
| Resumen en inglés | Brands may be perceived as possessing a set of dist inct traits or characteristics, i.e., a personality , similar to a person. Thus, the personality of a brand is relevan t as a source of differentiation in an increasingly competitive market environment. In this study, the authors expl ore the dimensions of brand personality proposed by J. Aaker (1997), seeking to discover the particular evaluati on dimensions of the Brazilian context. The study w as conducted in exploratory stages, beginning with a p reparatory stage that was carried out by profession als and academics from the fields of communication and mark eting. This was followed by stages of conclusive re search using an online survey with a sample of 1,302 Brazi lian consumers. Two sub-samples were extracted: one calibration sample for exploratory factor analysis and a validation sample to perform confirmatory fac tor analysis in order to verify the convergent and disc riminant validities of the final scale. Five dimens ions of brand personality in Brazil were detected: credibility, j oy, audacity, sophistication and sensitivity. These dimensions showed some differences in comparison with similar studies that had been carried out in other countrie s. The study led to a scale of 28 items for measuring bran d personality and made it possible to compare compe ting brands in terms of brand personality |
| Disciplinas: | Administración y contaduría |
| Palabras clave: | Mercadotecnia, Marcas, Identidad, Personalidad, Valor de marca, Brasil |
| Texte intégral: | Texto completo (Ver PDF) |
