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- Brand personality: an archetypal approach in four Ibero-American countriesPublication . Xara-Brasil, Duarte; Hamza, Kavita Miadaira; Marquina, PercyBrand personality is one of the major components of brand identity. It includes human personality traits as one of the components of brand identity in what Kapferer (1995) calls the “Brand Identity Prism.” Along with a significantly widespread brand personality scale (Aaker 1997), a brand may adopt an archetypal approach that includes a set of human characteristics associated with the brand. In this research, we develop a framework to analyze customers’ perceptions about the brand archetypes of three leading global brands in four Ibero-American countries. Based on Mark and Pearson’s (2001) approach, we propose a list of words for each archetype and measure the intensity of consumers’ brand archetype associations. The results suggest that consumers develop strong associations with brands. There is frequently a strong and coherent connection with a specific archetype for some brands. However, we found significant heterogeneous perception among countries, which might lead to possible insufficient global brand efforts in a coherent brand personality/global-archetypal approach. The lack of empirical studies suggests that important research opportunities exist in this field.
- Private label brand equity: a conceptual frameworkPublication . Xara-Brasil, Duarte; Marreiros, Cristina; Dionísio, AndreiaThis paper presents a conceptual framework to analyze private label brand equity in a retail context. Several authors proposed brand equity models as Aaker (1996), Keller (1993) and Yoo and Donthu (2001), and specific research has been done in retail industry (Jara & Cliquet, 2009), (Pappu & Quester, 2006). To study private label brand equity, we suggest a framework based on the Yoo and Donthu (2001) model – for private labels – and Jara & Cliquet (2009) for retailers. Our model inludes awereness, associatons, percieved quality, retailers brand equity as dimensions of private label brand equity.