Brand Personality Dimensions in the Brazilian Context
Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to aperson. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitivemarket environment. In this study, the authors explore the dimensions...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2012-04-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1300.pdf |
| _version_ | 1797965633985445888 |
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| author | Karlan Muller Muniz Renato Zancan Marchetti |
| author_facet | Karlan Muller Muniz Renato Zancan Marchetti |
| author_sort | Karlan Muller Muniz |
| collection | DOAJ |
| description | Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to aperson. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitivemarket environment. In this study, the authors explore the dimensions of brand personality proposed by J. Aaker(1997), seeking to discover the particular evaluation dimensions of the Brazilian context. The study wasconducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals andacademics from the fields of communication and marketing. This was followed by stages of conclusive researchusing an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: onecalibration sample for exploratory factor analysis and a validation sample to perform confirmatory factoranalysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brandpersonality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensionsshowed some differences in comparison with similar studies that had been carried out in other countries. Thestudy led to a scale of 28 items for measuring brand personality and made it possible to compare competingbrands in terms of brand personality. |
| first_indexed | 2024-04-11T02:03:05Z |
| format | Article |
| id | doaj.art-91df14793b054f0b85a7eac6992c3a3e |
| institution | Directory Open Access Journal |
| issn | 1807-7692 |
| language | English |
| last_indexed | 2024-04-11T02:03:05Z |
| publishDate | 2012-04-01 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
| record_format | Article |
| series | BAR: Brazilian Administration Review |
| spelling | doaj.art-91df14793b054f0b85a7eac6992c3a3e2023-01-03T03:47:15ZengAssociação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)BAR: Brazilian Administration Review1807-76922012-04-0192168188Brand Personality Dimensions in the Brazilian ContextKarlan Muller MunizRenato Zancan MarchettiBrands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to aperson. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitivemarket environment. In this study, the authors explore the dimensions of brand personality proposed by J. Aaker(1997), seeking to discover the particular evaluation dimensions of the Brazilian context. The study wasconducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals andacademics from the fields of communication and marketing. This was followed by stages of conclusive researchusing an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: onecalibration sample for exploratory factor analysis and a validation sample to perform confirmatory factoranalysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brandpersonality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensionsshowed some differences in comparison with similar studies that had been carried out in other countries. Thestudy led to a scale of 28 items for measuring brand personality and made it possible to compare competingbrands in terms of brand personality.http://www.anpad.org.br/periodicos/arq_pdf/a_1300.pdfmarketingbrandsbrand personality. |
| spellingShingle | Karlan Muller Muniz Renato Zancan Marchetti Brand Personality Dimensions in the Brazilian Context BAR: Brazilian Administration Review marketing brands brand personality. |
| title | Brand Personality Dimensions in the Brazilian Context |
| title_full | Brand Personality Dimensions in the Brazilian Context |
| title_fullStr | Brand Personality Dimensions in the Brazilian Context |
| title_full_unstemmed | Brand Personality Dimensions in the Brazilian Context |
| title_short | Brand Personality Dimensions in the Brazilian Context |
| title_sort | brand personality dimensions in the brazilian context |
| topic | marketing brands brand personality. |
| url | http://www.anpad.org.br/periodicos/arq_pdf/a_1300.pdf |
| work_keys_str_mv | AT karlanmullermuniz brandpersonalitydimensionsinthebraziliancontext AT renatozancanmarchetti brandpersonalitydimensionsinthebraziliancontext |