Do brand personality scales really measure brand personality?

Azoulay, Audrey; Kapferer, Jean-Noël

doi:10.1057/palgrave.bm.2540162

Cited by 530 publications

(430 citation statements)

References 24 publications

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“…Sin embargo, es J. Aaker [10] quien estructura un modelo con cinco dimensiones: sinceridad, emoción, competencia, sofi sticación y robustez, para indicar que las personas identifi can estas características clave como parte de la personalidad de una marca cualquiera y llega a esta conclusión a través de la creación de una escala de medición con la cual explora diferentes rasgos de la personalidad por medio de un análisis factorial, que le permite concluir las cinco dimensiones anteriormente expuestas, ver [15] propiamente dicha para la realización del análisis factorial.…”

Section: Personalidad Para La Creación De Marcas Poderosasunclassified

“…Si bien J. Aaker [10] entrega un primer acercamiento a un modelo teórico de la personalidad de marca, tiene una orientación unilateral con respecto a conductas aproximadas de los atributos del comportamiento humano y de las marcas [14]. Por otro lado, las medidas existentes para la construcción de la personalidad de marca propuesta por J. Aaker [10] realmente no miden dicho constructo e introducen confusión conceptual al medir otras facetas clásicas de la identidad de marca, dentro de la cual está la personalidad [15]. A pesar de estas críticas muy bien expuestas, es indudable que J. Aaker [10] abre el camino a una nueva visión de la marca, más allá de un nombre y un logo, dándole atributos de la personalidad humana, acercándose así a la estrecha relación entre la marca y el consumidor.…”

Section: Personalidad Para La Creación De Marcas Poderosasunclassified

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Modelos Contemporáneos para la Creación de Marcas Poderosas

Guzmán

2017

ingeniare

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RESUMENEste artículo presenta una refl exión acerca de tres modelos contemporáneos para la creación de marcas poderosas, con sus pro y contras. Estos modelos datan de 1997 a la fecha, iniciando con Personalidad de marca de Jennifer Aaker, el cual es retomado y ampliado por Rohit Bhargava en 2009, entregando un variado conjunto de técnicas, herramientas y guías para su implementación pero bajo la misma consigna de humanizar las marcas para hacerlas singulares, auténticas y comunicables. Luego se expone el modelo de Kevin Roberts llamado Lovemarks, quien en 2005 revoluciona la forma de construir y gestionar marcas poderosas a través del marketing emocional y los atributos de misterio, sensualidad e intimidad, como la fórmula indispensable para crear marcas para amar. Finalmente se presenta el modelo de David Aaker y Erich Joachimsthaler, quienes en 2006 imponen el Liderazgo de marca como el modelo que vincula las estrategias de marcas con la organización en su totalidad, asegurando impacto en los clientes a través de la elaboración de la identidad de la marca. Palabras clave: Marketing, Marca, Branding, Personalidad de marca, Lovemarks, Liderazgo de marca. ABSTRACTThis article presents an insight based on three contemporary models for creating powerful brands, with their pros and cons. These models dates from 1997 to date, starting with Brand personality by Jennifer Aaker, which is taken up and expanded by Rohit Bhargava in 2009, delivering a rich set of techniques, tools and guidelines for the implementation of J. Aaker approachment: humanize brands to make them unique, authentic and communicable. Then Kevin Robert´s model, named Lovemarks, is presented. In 2005, he revolutionized the way marketers build and manage powerful brands through emotional marketing and attributes such as mystery, sensuality and intimacy, as the unique formula to create brands to love. Finally, it is presented David Aaker and Erich Joachimsthaler´s model from 2006, named Brand leadership. This model links brand strategies with the organization as a whole, ensuring impact on customers through the development of the brand´s identity.

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Section: Personalidad Para La Creación De Marcas Poderosasunclassified

Modelos Contemporáneos para la Creación de Marcas Poderosas

Guzmán

2017

ingeniare

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“…The design firm used a variety of techniques to develop an identifiable brand, look, and feel for the journal. Drawing on research from the fields of design and psychology (e.g., Azoulay & Kapferer, 2003), as well as the voices of participants in the focus group phase of the study, the design firm produced two brand tools used to guide all creative decisions regarding the journal. The first of these tools was a brand essence, which describes in simple terms what the journal should be to the participants: a needed friend.…”

Section: Journal Design and Contentmentioning

confidence: 99%

Implementation of a journal prototype for pregnant and parenting adolescents

Bute

Comer

Lauten

et al. 2014

Evaluation and Program Planning

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“…One criticism is that the definition of BP is imprecise and embraces several other brand characteristics such as age, and gender, which are not directly related to personality (Azoulay and Kapferer, 2003). This suggests a potential construct validity problem in that it may not be apparent whether actual BP, or perceived user characteristics have been measured.…”

Section: Brand Personalitymentioning

confidence: 99%

Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal

Gordon

Zainuddin

Magee

2016

JSM

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Purpose -This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to engage with a service. Design/methodology/approach -The associations between BP and BPA and their subsequent associations with attitudes and intentions are tested in two service types, i.e. a commercial marketing service (banking) and a social marketing service (health screening). This involved a cross-sectional dual online survey administered to a sample of 395 women 50-69 years old in Queensland, Australia. This sampling criterion represented the primary target audience for the social marketing service, which was breastscreening and was maintained for the banking services sample. Multiple mediation analysis using a bootstrapping approach was conducted using Mplus 6.11. Findings -BP and BPA perform similarly across the two service types. BP and BPA are related and have direct and indirect associations with consumer attitudes and behavioural intentions towards both commercial and social marketing services. Specifically, the BP traits of responsibilit y and activity were found to have significant direct and indirect relationships with attitudes and behavioural intentions towards both commercial and social marketing services. The relationships for the emotionality and simplicity traits were non-significant. The results also suggest that the attractiveness, favourability and clarity BPA traits had the strongest associations with consumer responses. Originality/value -This study demonstrates the utility of using branding in social marketing services, which to date has been under-utilised. It also offers originality by combining BP and BPA in the same empirical inquiry, which to date has been examined separately. A new and alternative factor structure for BPA is provided, and future research is recommended to further examine BPA in this and other contexts.

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Do brand personality scales really measure brand personality?

Cited by 530 publications

References 24 publications

Modelos Contemporáneos para la Creación de Marcas Poderosas

Modelos Contemporáneos para la Creación de Marcas Poderosas

Implementation of a journal prototype for pregnant and parenting adolescents

Unlocking the potential of branding in social marketing services: utilising brand personality and brand personality appeal

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