Brand personality dimensions in the Brazilian context

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.

Credibility, audacity and joy: Brand personalities that connect users to social media

“…Several studies in different cultural contexts confirmed Aaker's (1997) scale as a reliable instrument to measure brand personality (Bosnjak, Bochman, & Hufschmidt, 2007;Milas & Mlačić, 2007;Muniz & Marchetti, 2012). In Brazil, Muniz and Marchetti (2012), revealed five brand personality dimensions for Brazilian customers, validating a brand personality scale: Credibility, Joy, Audacity, BAR, Rio de Janeiro, RJ, Brazil, v. 15, n. 4, art. 5, e180088, 2018 www.anpad.org.br/bar Sophistication, and Sensitivity.…”

“…To analyze the influence of brand personality on customer loyalty in the context of social networks, we conducted a survey, considering brand personality in its five dimensions for the Brazilian customer (Muniz & Marchetti, 2012)credibility, joy, audacity, sophistication, and sensitivityas independent variables and customer loyalty, as proposed in Demo et al (2017), as the dependent variable.…”

“…Regarding data collection, we used an online Typeform platform questionnaire through social media. The first question of the questionnaire asked the subject to indicate a social network to be evaluated, followed by 28 items from the brand personality scale (Muniz & Marchetti, 2012) and 13 loyalty items from the customer relationship perception scale (Demo et al, 2017). Finally, sociodemographic questions were proposed in order to characterize the sample.…”

Metodología de evaluación de brand equity bajo la perspectiva de las comunicaciones integradas de marketing y el Lovemark

“…Por su parte, la personalidad de la marca permite entender las preferencias de los consumidores (Aaker, 1996(Aaker, , 1997 entendiendo la función simbólica y de autoexpresión del consumidor, en donde estos pueden asociarlas emocionalmente y hasta es posible que se le atribuyan característi-cas humanas (sentimientos, emociones y comportamientos) (Muniz &, Marchetti, 2012), así los consumidores pueden pensar que se parece a mí o me pertenece y ello se convierte en un conjunto de atributos personales que pueden ser medidos. La metodología utilizada por Aaker (1997), se centró en determinar la relación existente entre la personalidad de los individuos y los atribuidos a la marca.…”

Um estudo sobre Brand Personality no ensino superior privado

“…Neste campo estão associadas marcas que inovam de tempos em tempos e que evoluem na sua relação com o consumidor (MUNIZ; MARCHETTI, 2012).4 -Sofisticação está embasada em Elitismo (chique, alta classe) e Estilo (glamour, elegância, sofisticação). Organizações com esse perfil optam por transmitir ao seu público alto padrão e requinte, um posicionamento classe A, que promove um sentimento de aspiração entre seus consumidores(MUNIZ;MARCHETTI, 2012;RAUSCHNABEL et al, 2016).…”