Artículo

Characterizing brand personality models during the period 1997-2015

Manuel Escobar Farfán, Camila Mateluna Sanchez

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.

Keywords


Brand; Aaker; Brand personality models; personality traits; personality dimensions

Full Text:

PDF (Español)

References


Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.

Aaker, J. L., Benet-Martinez, V., y Garolera, J. (2001). Consumption symbols as carriers of culture-a study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81(3), 492-508.

Ahmad, M. (2015). Antecedents of halal brand personality. Journal of Islamic Marketing, 6(2), 209-223.

Ahmad, A., y Thyagaraj, K. (2014). Applicability of brand personality dimensions across cultures and product categories: A review. Global Journal of Finance and Management, 6(1), 9-18.

Akin, M. (2011). Predicting consumers’ behavioral intentions with perceptions of brand personality: A study in cell phone markets. International Journal of Business and Management, 6(6), 193-206.

Álvarez-Ortiz, C., y Harris, J. (2002). Assesing the structure of brand personality among global and local Mexican brands. En American Marketing Association Summer Educators Conference. San Diego, CA, Estados Unidos.

Apostolopoulou, A., y Papadimitriou, D., (2015). The role of destination personality in predicting tourist behavior: Implications for branding mid-sized urban destinations. Current Issues in Tourism. 18(12), 1132-1151.

Araujo, F., DaRocha, A. y Ferreira, J. (2013). Brand personality of Global Quick-Service Restaurants in emerging and developed markets: A comparative study in Brazil and the U.S. Latin American Business Review, 14, 139-161.

Araya-Castillo, L., y Escobar-Farfán, M. (2015). Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo. Revista Ad-minister, 27, 53-73.

Araya-Castillo, L., y Etchebarne, S. (2015). Personalidad de marca de los partidos políticos: propuesta de modelo. Revista Folios, 40, 67-89.

Austin, J., Siguaw, J., y Mattila, A. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11, 77-92.

Avis, M. (2012). Brand personality factor based models: A critical review. Australasian Marketing Journal, 20, 89-95.

Barrios, M., y Massa, C. (1999). Dimensiones de la personalidad de marca en Venezuela (Tesis de Maestría), Instituto de Estudios Superiores de Administración, Caracas, Venezuela.

Batra, R. M., Lehman, D. R., y Singh (2003). The brand personality component of brand goodwill: some antecedents and consequences. En Aaker, D., y Biel, A., Eds. Brand Equity & Advertising: Advertising's Role in Building Strong Brands, New York, USA: Psychology Press.

Blackett, T. y Harrison, T. (2001), Brand medicine: use and future potential of branding in pharmaceutical markets. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 2(1), 33-49.

Bosnjak, M., Bochmann, V., y Hufschmidt, T. (2007). Dimensions of brand personality attributions. A person-centric approach in the German Cultural context. Social Behavior and Personality, 35(3), 303-316.

Caprara, G., Barbaranelli, C., y Guido, G. (2001). How to make the methapor fit? Journal of Economic Phsycology, 22, 377-395.

Cepeda-Palacio, S. (2014). Alcances actuales del concepto de marca. Un estudio comparativo, en la historia. Revista Entramado, 10(2), 128-142.

Chen, C. y Phou, S. (2013). A closer look of destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.

Chen, F., Yue, X., Yang, X., y Tingting, G. (2014). Study on classification of personality-based brand archetype from the perspective of internet. China Communications, 11(7), 153-160.

Chu, S., y Sung, Y. (2011). Brand personality dimensions in China. Journal of Marketing Communications, 17(3), 163-181.

D´Astous, A., y Levesque, M. (2003). A scale for measuring store personality. Psychology y Marketing, 20, 455-469.

De Moya, M. y Jain, R. (2013). When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook. Public Relations Review, 39(1), 23-29.

Denegri, M., Cabezas, D., Herrera, V., Paez, A., y Vargas, M. (2009). Personalidad de marca de carreras de psicología de universidades estatales en Chile: Un estudio Descriptivo. Revista IIPSI, 12(2), 13-23.

Ekinci, Y., y Hosany, S. (2006). Destination personality: an application of brand personality to tourism destinations. Journal of Travel Research, 45, 127-139.

Escobar-Farfán, M., Cardoza, C., Vega, J. y Cañas, M. (2016). Propuesta de modelo: personalidad de marca en cadenas de farmacias en Chile. Suma de Negocios. En imprenta.

Escobar-Farfán, M., Mateluna, C. y Araya-Castillo, L. A. (2016). Evolución y descripción de los modelos de personalidad de marca en Latinoamérica. Dimensión empresarial, 14(2), 91-113.

Fernandi, J., Valette-Florence, P., y Fine-Falcy, S. (2000). Aaker´s brand personality scale in a French Context: a replication and preliminary test of its validity. Developments in Marketing Science, 23, 7-13.

Freling, T. H. (2005). An examination of brand personality through methodological triangulation. The Journal of Brand Management, 13(2), 148-162.

Freling, T., Crosno, J., y Henard, D. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39 (3), 392-406.

Gallo, G. (2000). Posicionamiento: El caso Latinoamericano. Bogotá: McGraw-Hill.

Geuens, M., Weijters, B., y De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97-107.

Gómez, A., Yague, M. J., y Villaseñor, N. (2014). Destination brand personality: an application to spanish tourism. International Journal of Tourism Research, 18(3), 210-219.

Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105-119.

Goñi, N., Torres, E., y Aguilera, S. (2013). Dimensiones de la personalidad de la marca. Revista de Ciencias Sociales (RCS), 19(2), 213-225.

Haigood, T. (2001). Desconstructing Brand Personality. AMA Summer Educators Conference. Chicago, Estados Unidos.

Hair, J., Bush, R. y Ortinau, D. (2010). Investigación de Mercados en un ámbito de información digital. Mexico DF: McGraw-Hill.

Helgeson, J. G., y Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality the impact of socially desirable responding. International Journal of Market Research, 46(2), 205-233.

Hosany, S., Ekinci, Y., y Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Psychological Research, 43, 638-642.

Huang, S., y Lu, T. (2003). Dimensions of brand personality in China. Nankai Business Review, 6(1), 4-9.

Ivens, B., y Valta, K. S. (2012). Customer brand personality perception: A taxonomic analysis. Journal of Marketing Management, 28(9-10), 1062-1093.

Jie, Y., Chou, T. y Chou, N. (2012). Assessing the fit of two brand personality scales in a Chinese context and revisiting the predictive validity of two methods of measuring self-congruity. Journal of Brand Management, 19(6), 525–540.

Kapferer, J. N. (1992). Strategic Brand Management. New York: Kogan Page.

Kapferer, J. N. (1994). Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity. New York: Kogan Page.

Kaplan, M.D., Yurt, O., Guneri, B. y Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing, 44(9/10), 1286-1304.

Keller, K. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall.

Keller, K. (2012). Strategic brand management. Building, measuring, and managing brand equity. Inglaterra: Pearson Education Limited.

Keller, K., y Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Brand Management, 14, 74-81.

Kim, C., Han, D., y Park, S. (2001). The effect if brand personality and bran identification on brand loyalty: Applying theory of social identification. Japanese Psychological Research, 43, 195-206.

Kim, S., y Lehto, X. Y. (2013). Projected and perceived destination brand personalities: the case of South Korea. Journal of Travel Research, 52(1), 117-130.

Klabi, F. (2012). The predictive power of destination-personality-congruity onntourist preference: a global approach to destination image branding. Leisure/ Loisir, 36(3-4), 309-331.

Koebel, M. N., y Ladwein, R. (1999). L´échelle de personalité de la marque de Jennifer Aaker: Adaptation au contexte francais. Décisions Marketing, 18, 81-88.

Lee, J. S., y Back, K. J. (2010). Examining antecedents and consequences of Brand personality in the upper-upscale business hotel segment. Journal of Travel & Tourism Marketing, 27(2), 132-145.

Lee, E. J., y Rhee, E. Y. (2008). Conceptual framework of within-category brand personality based on consumers’ perception (WCBP-CP): The case of men’s apparel category in South Korea. Journal of Brand Management, 15(6), 465-489.

Lenk, P., Batra, R., y Wedel, M. (2003). Representing brand and category personality with circumplex models. An Arbor: University of Michigan Business School.

Liu, Z., Huang, S., Hallak, R. y Liang, M. (2016). Chinese consumers´ brand personality percepptions of tourism real estate firms. Tourist Management, 20, 310-326.

Malhotra, N. (2008). Investigación de mercados. México DF: Pearson Educación.

Milas, G., y Mlacic, B. (2007). Brand personality and human personality: Findings from ratings of familiar Croatian brands. Journal of Business Research, 60, 620-626.

Muller, B., y Chandon, J. L. (2003). The impact of visiting a brand website on brand personality. Electronic Markets, 13(3), 210-221.

Muller, K. y Zancan, R. (2012). Brand personality dimensions in the brazilian context. Brazilian Administration Review, 9(2), 168-188.

Nguyen, T. A. (2013). Study about brand personality of nonprofit organization in Sweden (Tesis de licenciatura). School of Business and Economics, Linnaeus University, Sweden

Okazaki, S. (2006). Excitement or Sophistication? A preliminary exploration of online brand personality. International Marketing Review, 23(3), 279-304.

Olavarrieta, S., Friedmann, R., y Manzur, E. (2010). Brand personality in Chile: a combined emicetic approach. Estudios de Administración, 17(1), 25-50.

Patterson, M. (1999). Re-appraising the concept of brand image. The Journal of Brand Management: An International Journal, 6, 409-426.

Pereira, R., Correia, A., y Schutz, R. (2014). Destination brand personality: searching for personality traits on golf-related websites. Anatolia: An International Journal of Tourism and Hospitality Research, 25(3), 387-402.

Rojas, J., Erunchen, I., y Silva, E. (2004). The Ford brand personality in Chile. Corporate Reputation Review, 7(3), 232-251

Rojas-Méndez, J. (2007). La personalidad de la marcapaís como eje para el desarrollo de ventajas competitivas. Disponible en: http://www.comexperu.org. pe/archivos%5Cforo%5Cforo_17042007/Jose%20 Rojas-Mendez_w.pdf

Saavedra, J. L., Pirela, J. L., y Colmenares, O. (2008). Determinación de personalidad de marca del venezolano. Revista Debates IESA, 13(2), 48-52.

Schlesinger, M., y Cervera, A. (2008). Estudio comparativo entre la personalidad de marca ideal vs. Percibida: aplicación a las compañías aéreas. Innovar, 18(31), 61-76.

Schlesinger, W. y Cervera, A. (2009). Naturaleza y dimensionalidad de la personalidad de marca en el ámbito de los servicios. Técnica administrativa, 8(39).

Schlesinger, M. W., Cervera, A., y Yagüe, M. J. (2013). Estudio comparativo de la personalidad de marca percibida de las compañías aéreas españolas. Estudios Turísticos, 197, 83-105.

Simmons, G. J. (2007). “i-Branding”: Developing the Internet as a branding tool. Marketing Intelligence & Planning, 25(6), 544 – 562.

Stanton, W., Etzel, M., y Walker, B. (2000). Fundamentos de Marketing. México: McGraw-Hill.

Supphellen, M., y Gronhaug, K. (2003). Building foreign brand personalities in Russia: The moderating effect of consumer ethnocentrism. International Journal of Advertising, 22, 203-226.

Sweeney, J.C., y Brandon, C. (2006). Brand personality: exploring the potential to move from factor analytical to circumplex models. Psychology and Marketing 23 (8), 639–663.

Thompson, E. (2008). Development and validation of international English big-five mini-markets. Personality and individual differences, 45, 542-548.

Toldos, M. (2012). Dimensions of Brand personality in Mexico. Global Journal of Business research, 6 (5), 35-47.

Toldos, M., y Castro, M. (2013). El efecto de las dimensiones de personalidad de marca en la intención de compra de marcas de lujo en México y Brasil. Global Conference on Business and Finance Proceedings, 8(2), 837-842.

Toldos, M., y Castro, M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462-476.

Tong, X., y Su, J. (2014). Exploring the personality of sportswear brands. Sport, Business and Management: An International Journal, 4(2), 178-192.

Upadhyaya, M. (2012). Influence of destination image and destination personality: an empirical analysis. Journal of Marketing & Communication, 7(3), 40-47.

Usakli, A., y Baloglu, S. (2011). Brand personality of tourist destinations: an application of self-congruity theory. Tourism Management, 32(1), 114-127.

Venable, B. T., Rose, G. M., Bush, V. D., y Gilbert, F. W. (2005). The role of brand personality in charitable giving: an assessment and validation. Journal of the Academy of Marketing Science, 33(3), 295-312.

Xie, K. L., y Lee, J. S. (2013). Toward the perspective of cognitive destination image and destination personality: the case of Beijing. Journal of Travel and Tourism Marketing, 30(6), 538-556.

Watkins, B., y Gonzenbach, W. (2013). Assessing university brand personality throught logos: an analysis of the use of academics and athletics in university branding. Journal of Marketing for Higher Education, 23(1), 15-33.

Wee, T. T. T. (2004). Extending human personality to brands: the stability factor. Journal of Brand Management, 11(4), 317-30.


Refbacks

  • There are currently no refbacks.


Indexed in:

       IndexCopernicus

Plagiarism analysis by: