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Brand personality: an archetypal approach in four Ibero-American countries
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Orientador(es)
Resumo(s)
Brand 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.
Descrição
Trabalho apresentado na10th Conference of the Iberoamerican Academy of Management, 7-9 dezembro de 2017, New Orleans, USA
Palavras-chave
Brand brand personality archetypes brand identity