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Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations

2022-04-21Dissertação de mestrado Acesso aberto
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dc.contributor.advisorOrghian, Diana
dc.contributor.authorAlmeida, Bárbara Inês Dias
dc.date.accessioned2022-04-22T11:19:51Z
dc.date.available2022-04-22T11:19:51Z
dc.date.issued2022-04-21
dc.descriptionDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMpt_PT
dc.description.abstractThe 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.pt_PT
dc.identifier.tid202999378pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/136793
dc.language.isoengpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectBrandspt_PT
dc.subjectBrand Associationspt_PT
dc.subjectBrand Categorypt_PT
dc.subjectBrand Identitypt_PT
dc.subjectBrand Imagept_PT
dc.subjectBrand Personalitypt_PT
dc.subjectBrand Positioningpt_PT
dc.subjectFree Associationpt_PT
dc.subjectHuman Brand Associationspt_PT
dc.subjectMarketing Strategypt_PT
dc.subjectPersonalitypt_PT
dc.subjectProjective Methodologypt_PT
dc.subjectProjective Techniquespt_PT
dc.subjectSymbolicpt_PT
dc.subjectUtilitarianpt_PT
dc.titleTesting the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associationspt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Estatística e Gestão de Informação, especialização em Estudos de Mercado e Gestão de Relacionamento com o Clientept_PT

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NIMS - Dissertações de Mestrado em Estatística e Gestão da Informação (Statistics and Information Management)