Brand Personality Dimensions in the Brazilian Context
Journal Title: BAR: Brazilian Administration Review - Year 2012, Vol 9, Issue 2
Abstract
Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to a person. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitive market 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 was conducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals and academics from the fields of communication and marketing. This was followed by stages of conclusive research using an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: one calibration sample for exploratory factor analysis and a validation sample to perform confirmatory factor analysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brand personality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensions showed some differences in comparison with similar studies that had been carried out in other countries. The study led to a scale of 28 items for measuring brand personality and made it possible to compare competing brands in terms of brand personality.
Authors and Affiliations
Muniz, Karlan Muller; Marchetti, Renato Zancan
Keywords
Related Articles
- EP ID EP40513
- DOI -
- Views 257
- Downloads 0
Fostering Linkages between Transnational Corporations and Small to Medium-Sized Enterprises in Brazil
When large Transnational Corporations (TNCs) enter a host country, consequent development of local Small and Medium Enterprises (SMEs) is expected. The public sector may play an important role by fostering Business Lin...
The Enhancing Impact of Friendship Networks on Sales Managers’ Performance
This paper examines how relationships with friends moderate the impact of professional networks on sales performance. Based on a sample of 204 sales managers in a professional service company, this study presents evide...
A Socio-Environmental Development Programme in Action in Brazilian Amazonia
This paper deals with the process of scaling up and scaling down grassroots demands through a state-sponsored socio-environmental development programme in Brazilian Amazonia called Proambiente (Pro-environment). The pa...
Using Social Networks Theory as a Complementary Perspective to the Study of Organizational Change
This paper contributes to the literature on organizational change by examining organizations as social entities embedded in inter-organizational networks. In contrast with extant research that focuses on macro environme...
Spatial practices in the city: The kidnapping of an arts organization
Spatial practices and resistance processes play an important role in the organization of a city. In this context, we propose a study aimed at understanding the spatial practices of ruptures imbricated in the process of r...