Perception and Desired Brand Personality in Organizations that Internationalize Services: The Case of the Colombian Business Environment

Abstract

Purpose: The main aim of this research is to study the desired brand perception and how are the dimensions and features of the brand personality model associated in companies that internationalize services in the city of Bogotá, Colombia. Design/Methodology/Approach: We explored the desired brand perception from the semantic networks technique and associated the features in the brand personality model proposed by Aaker with size and time on the market for the organizations that internationalize services through Pearson's correlation coefficients and Spearman's Rho. Findings: Results allowed to acknowledge how the experience, service, reliability, quality and innovation are the most relevant distinct aspects that the entrepreneurs want their customers to relate to their brand. Practical Implications: No associations were found between the size or the time in the market of these studied companies with the dimensions of brand personality proposed by Aaker.

Aspectos clave del plan de negocios para emprender en el contexto colombiano

“…Estas iniciativas cuentan con elementos diferenciales y valor agregado (Ritcher et al, 2017) que permiten rentabilizar los negocios desde sus etapas de diseño, implementación y desarrollo (Goyal et al, 2017). Además, se apoyan en las acciones de marca que favorecen la aceptación por el mercado (López- Rodríguez et al, 2020).…”