Orghian, DianaAlmeida, Bárbara Inês Dias2022-04-222022-04-222022-04-21http://hdl.handle.net/10362/136793Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThe 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.engBrandsBrand AssociationsBrand CategoryBrand IdentityBrand ImageBrand PersonalityBrand PositioningFree AssociationHuman Brand AssociationsMarketing StrategyPersonalityProjective MethodologyProjective TechniquesSymbolicUtilitarianmaster thesis202999378