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Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
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Autores
Orientador(es)
Resumo(s)
The concept of Brand Personality has been explored considerably over the years. However, previous research seems to lack integration and, most importantly, practical applicability in Marketing. Our research explores the evolution of the concept, further extending the critique on the methodology of previous studies, and the integration and redundancy of brand personality in the studies of brand associations. In a free association study performed with fifteen brands from different categories, we successfully confirm that consumers rarely make personality associations spontaneously, while they tend to create a greater number of personality associations when conditioned to do so through projective methods.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Brands Brand Associations Brand Category Brand Identity Brand Image Brand Personality Brand Positioning Free Association Human Brand Associations Marketing Strategy Personality Projective Methodology Projective Techniques Symbolic Utilitarian