Evolution on brand personality models

Luis Araya-Castillo, Gustavo Vicencio Ríos, Yuracid Rivera Flores, Nicolás Barrientos Oradini

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

Resumen

This research reviews studies that proposes and / or validates brand personality models, and that are reported in the literature in the period 1997-2018. 109 studies were reviewed (including the original scale of AAKER), and because of this, it is concluded that most of them adapt (72), or replicate (15) the model of AAKER (1997). It is also obtained that these studies are mainly applied in the private sector (73) and in the region of the Americas (57). Finally, in order of importance, the dimensions of AAKER (1997) that have a greater presence in the literature are: emotionality, sincerity, competence, sophistication and rudeness. This review differs from other existing ones, in the number of studies and in the period of time considered, which gives it higher levels of confidence.

Título traducido de la contribuciónEvolución de los modelos de personalidad de marca
Idioma originalEspañol
Páginas (desde-hasta)1416-1482
Número de páginas67
PublicaciónOpcion
Volumen35
N.ºSpecialEdition25
EstadoPublicada - 2019

Palabras clave

  • Brand Personality
  • Content Validity
  • Models
  • Review
  • Studies

Áreas temáticas de ASJC Scopus

  • Arte y humanidades (todo)
  • Ciencias sociales (todo)

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