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 153
- Downloads 0
Characteristics of commuters in Chile: an insight into the future creation of a new region
The study analyzes information found in the New National Employment Survey (NENE) about the main dimensions and characteristics of inter-regional residence-work mobility in Ñuble, Chile, for the 2014 period. Using an aut...
The rationale behind the course of action of the different actors involved in settling Bulnes as he capital city of the province of Diguillin in the Nuble Region project
This study shows the rationale of the different actors involved in settling Bulnes as capital city of the province of Diguillin, within the context of Nuble Regionalization Project. The actor’s logic of action was observ...
Exploratory analysis of the economic effects of the establishment of new regions in Chile and diagnosis of the case of the province of Ñuble
The subdivision of the country into new regions was enforced by the Chilean “Constitutional Organic Quorum” law, which was enacted in 2005. The enforcement of this law increased the interest of different geographic areas...
Brand personality traits: the Chilean Pension Fund Administrators case
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand’s credibility and positioning. This study objective is to analyze and build a brand per...
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...