Evolución de los Modelos de Personalidad de Marca
Resumen
La presente investigación revisa los estudios que proponen y/o validan modelos de personalidad de marca, reportartados en la literatura en el periodo 1997-2018. Se revisan 109 estudios (incluida la escala original de AAKER). Se concluye que la mayor parte de éstos adaptan (72) o replican (15) el modelo de AAKER (1997). Asimismo, estos estudios son aplicados principalmente en el sector privado (73) y en la región de América (57). Finalmente, en orden de importancia, las dimensiones de AAKER (1997) que tienen mayor presencia en la literatura son: emocionalidad, sinceridad, competencia, sofisticación y rudeza. Esta revisión se diferencia de otras existentes en el número de estudios y periodo de tiempo considerado, lo cual la dota de mayores niveles de confianza.
Abstrac
This research reviews studies that proposes and / or validates brand personality models, and that are reported in the literature in the period 1997-2018. 109 studies were reviewed (including the original scale of AAKER), and because of this, it is concluded that most of them adapt (72), or replicate (15) the model of AAKER (1997). It is also obtained that these studies are mainly applied in the private sector (73) and in the region of the Americas (57). Finally, in order of importance, the dimensions of AAKER (1997) that have a greater presence in the literature are: emotionality, sincerity, competence, sophistication and rudeness. This review differs from other existing ones, in the number of studies and in the period of time considered, which gives it higher levels of confidence.
Citas
AAKER, D. A. (1992). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.
AAKER, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
AAKER, D. A. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.
AAKER, D. A. (2010). Building Strong Brands. A Masterpiece… Sophisticated Practical and Readable Tom Peters. Londres: Pocket Book Business.
AAKER, D. A. & Biel, A. L. (2009). Advertising´s Role in Building Strong Brands. New York: Psychology Press.
AAKER, D. A. & Biel, A. L. (2013). Brand equity & advertising:
advertising's role in building strong brands. Nueva York, Estados Unidos: Editorial Psychology Press.
AAKER, D. A. & Joachimsthaler, E. (2000). Brand Leadership' A new book based on 300-plus case studies. Brandweek-New York, 41(8), 30-30.
AAKER, J. L. & Fournier, S. (1995). A Brand as a Character, a
Partner and a Person: Three Perspectives on the Question of
Brand Personality. Advances in Consumer Research, 22, 391395.
AAKER, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of marketing research, 45-57.
AAKER, J. L., Benet-Martinez, V. & Garolera, J. (2001). Consumption symbols as carriers of culture-a study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81(3), 492-508.
AAKER, J. L., Garbinsky, E. N. & Vohs, K. D. (2012). Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”. Journal of Consumer Psychology, 22(2), 191-194.
AHMAD, A. & THYAGARAJ, K. (2014). Applicability of brand personality dimensions across cultures and product categories: A review. Global Journal of Finance and Management, 6(1), 918.
AKIN, M. (2011). Predicting consumers behavioral intentions with perceptions of brand personality: A study in cell phone markets. International Journal of Business and
Management, 6(6), 193-206.
ALBORNOZ, E. & ESCOBAR-FARFÁN, M. (2018). Personalidad de marca de los destinos de aventura de Chile, una propuesta de modelo. International Journal of Management and Social Studies. 24(1), 49-66.
ALLEN, D. E. & OLSON, J. (1995). Conceptualizing and creating brand personality: A narrative theory approach. Advances in Consumer Research, 22(1), 392-393.
ÁLVAREZ-ORTIZ, C. & HARRIS, J. (2002). Assessing the structure of brand personality among global and local Mexican brands. AMA Summer Educator's Proceedings: Enhancing Knowledge Development in Marketing, 13, 263-264.
APOSTOLOPOULOU, A. & PAPADIMITRIOU, D. (2015). The role of destination personality in predicting tourist behavior: implications for branding mid-sized urban destinations. Current Issues in Tourism, 18(12), 1132-1151.
ARAUJO, F., DA ROCHA, A. & FERREIRA, J. (2013). Brand personality of Global Quick-Service Restaurants in emerging
and developed markets: A comparative study in Brazil and the U.S. Latin American Business Review, 14, 139-161.
ARAYA-CASTILLO, L. & CAMPOS-ANDAUR, P. (2018). Propuesta de Metodología en la Validación de Modelos de Personalidad de Marca. Revista Perspectivas, 21(42), 33-70.
ARAYA-CASTILLO, L. & ESCOBAR-FARFÁN, M. (2015). Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo. Revista AD-minister, 27, 53-73.
ARAYA-CASTILLO, L. & ETCHEBARNE, S. (2014a). Personalidad de marca de los partidos políticos: propuesta de modelo. Revista Folios, 40, 67-89.
ARAYA-CASTILLO, L. & ETCHEBARNE, S. (2014b). Personalidad de marca de partidos políticos: Una mirada desde la comunidad estudiantil universitaria. Revista Latinoamericana de Ciencias Sociales, Niñez y Juventud, 12(1), 125-141.
ARAYA-CASTILLO, L., ETCHEBARNE, S., CAMPOS, P. & VICENCIO, G. (2018). Personalidad de Marca de los Bomberos: Una Propuesta de Modelo en Chile. Revista Dimensión Empresarial. En imprenta.
AUSTIN, J., SIGUAW, J. & MATTILA, A. (2003). A re-examination of the generalizability of the AAKER brand personality measurement framework. Journal of Strategic Marketing, 11, 77-92.
AVIS, M. (2012). Brand personality factor-based models: A critical review. Australasian Marketing Journal, 20(1), 89-96.
AZOULAY, A. & KAPFERER, J. (2003). Do brand personality scales really measure brand personality? Journal of Brand Management, 11(2), 143-155.
BARRIOS, M. & MASSA, C. (1999). Dimensiones de la personalidad de marca en Venezuela. (Tesis de Maestría), Instituto de Estudios Superiores de Administración, Caracas.
BATISTA-FOGUET, J. M. & COENDERS, G. (2000). Modelos de Ecuaciones Estructurales (Modelos para el análisis de relaciones causales). Madrid, España: Editorial La Muralla y Editorial Hespérides.
BATRA, R., DONALD, R. H. & SINGH, D. (1993). The brand personality component of Brand Goodwill: Some antecedents and consequences. En D. A. AAKER & A. Biel (eds), Brand equity and advertising. Hillsdale, Estados Unidos: Lawrence Erlbaum.
BLACKETT, T. & HARRISON, T. (2001). Brand medicine: use and future potential of branding in pharmaceutical markets. International Journal of Medical Marketing, 2(1), 33-49.
BOHRNSTEDT, G. W. (1976). Evaluación de la fiabilidad y la validez en la medición de actitudes. En GF Summers (comp.), Medición de actitudes. México, DF: Editorial Trillas, 103-127.
BOSNJAK, M., BOCHMANN, V. & HUFSCHMIDT, T. (2007).
Dimensions of brand personality attributions: a person-centric aproach in the German cultural context. Social Behavior and Personalit: an international journay, 35(3), 303-316.
CAPRARA, G., BARBARANELLI, C. & GUIDO, G. (1997). Personality as metaphor: Extension of the psycholexical hypothesis and the five factor model to brand and product personality description. European Advances in Consumer Research, 3, 61-69.
CAPRARA, G., BARBARANELLI, C. & GUIDO, G. (2001). Brand personality: How to make the metaphor fit? Journal of economic psychology, 22(3), 377-395.
CARDOSO, F. & DEMO, G. (2017). Diga lo que lleva y yo digo quién es: Un estudio sobre la personalidad de las marcas de moda de lujo. Estrategía y Negocio. 10(1), 78-100.
CEPEDA-PALACIO, S. (2014). Alcances actuales del concepto de marca. Un estudio comparativo, en la historia. Revista Entramado, 10(2), 128-142.
CHEN, C. F. & PHOU, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism Management, 36, 269-278.
CHEN, F., YUE, X., YANG, X. & TINGTING, G. (2014). Study on Classification of Personality-Based Brand Archetype from the Perspective of Internet. China Communications, 11(7), 153-160.
CHU, S. & SUNG, Y. (2011). Brand personality dimensions in China. Journal of Marketing Communications, 17(3), 163-181.
CLONINGER, S. C. (2003). Teorías de la personalidad. México: Pearson Educación.
COLMENARES, O. & SAAVEDRA, J. (2008). Dimensiones de la personalidad de marca. Caso estudio: cadena de farmacias. Revista Venezolana de Gerencia, 13(42), 220-232.
D’ASTOUS, A. & LEVESQUE, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20, 455-469.
DAVIES, G., CHUN, R., VINHAS DA SILVA, R. & ROPER, S. (2004). A corporate character scale to assess employee and customer views of organization reputation. Corporate reputation review, 7(2), 125-146.
DAVIES, G., ROJAS-MÉNDEZ, J. I., WHELAN, S., METE, M. & LOO, T. (2018). Brand personality: theory and dimensionality. Journal of Product & Brand Management, 27(2), 115-127.
DE MOYA, M. & JAIN, R. (2013). When tourists are your “friends”: Exploring the brand personality of Mexico and Brazil on Facebook. Public Relations Review, 39(1), 23-29.
DE SOUZA LEÃO, A. L. M., CAMARGO, T. I., CAVALCANTI, R. C. T., DE ARAÚJO, S. L. E. & DA SILVA, C. E. P. (2014). Avaliação da personalidade da marca Pague menos na ótica dos clientes. Revista Eletrônica de Estratégia & Negócios, 7(3), 256-276.
DELGADO, C. (2014). La personalidad de marca de las organizaciones no lucrativas: medición y análisis de la personalidad de marca de las ONL internacionales en el Perú. Universidad Autónoma de Barcelona. Tesis doctoral.
DENEGRI, M., CABEZAS, D., HERRERA, V., PAEZ, A. & VARGAS, M. (2009). Personalidad de marca de carreras de psicología de universidades estatales en Chile: Un estudio Descriptivo. Revista IIPSI, 12(2), 13-23.
DENEGRI, M., CABEZAS, D., NOVOA, M., PERALTA, J. & ESTRADA, C. (2013). Personalidad de marca en carreras de Psicología de zonas territoriales extremas: Arica y Punta Arenas. Magallania (Punta Arenas), 41(2), 85-100.
DENEGRI, M., ETCHEBARNE, S., GELDRES, V., CABEZAS, D. & HERRERA, V. (2009). Personalidad de marca de las carreras de ciencias empresariales: un análisis comparativo entre universidad pública y privada. Trabajo presentado en la XLIV asamblea Anual del Consejo Latinoamericano de Escuelas de Administración (CLADEA), Noviembre, Guayaquil.
DENG, S. & DART, J. (1994). Measuring Market Orientation: A Multi-Factor, Multi-Item Approach, Journal of Marketing Management, 10(8), 725-742.
EKINCI, Y. & HOSANY, S. (2006). Destination personality: an application of brand personality to tourism destinations. Journal of Travel Research, 45, 127-139.
Escobar-Farfán, M. & Gallardo-Canales, R. (2018). Brand Personality Model of Chain Drug Stores in Chile. Revista Dimensión Empresarial, 16(2), 73-84.
ESCOBAR-FARFÁN, M. & MATELUNA-SÁNCHEZ, C. (2016). Modelos de personalidad de marca: una descripción de 1997 a 2015. RAN: Revista Academia & Negocios, 2(2), 29-42.
ESCOBAR-FARFÁN, M., CARDOZA, C., VEGA, J. & CAÑAS, M. (2016). Propuesta de modelo: personalidad demarca en cadenas de farmacias en Chile. Suma de Negocios, 8(17), 47-56.
ESCOBAR-FARFÁN, M., GALLARDO-CANALES, R., & FLORES-
SALAS, J. (2017). Rasgos de Personalidad de Marca: El Caso de las AFP en Chile. RAN: Revista Academia & Negocios, 3(2), 67-80.
ESCOBAR-FARFÁN, M., MATELUNA-SÁNCHEZ, C. & ARAYA-
CASTILLO, L. (2016). Evolución y descripción de los modelos de personalidad de marca en Latinoamérica. Revista Dimensión Empresarial, 14(2), 91-113.
ESTEBAN, Á. A., DELGADO-BALLESTER, M. E. & PELÁEZ-
MUÑOZ, J. (2014). ¿Quién ama a las marcas? Determinantes personales y de consumo. Revista española de Investigación de Marketing ESIC, 18(1), 2-16.
FAIRCLOTH, J. B. (2005). Factors influencing nonprofit resource provider support decisions: applying the brand equity concept to nonprofits. Journal of marketing theory and practice, 13(3), 115.
FERNÁNDEZ-GÓMEZ, J. D. (2013). Principios de estrategia publicitaria y gestión de marcas. Nuevas tendencias de brand management [Approach to advertising strategy and brand management. New trends of brand management]. Madrid, España: McGraw Hill.
FERNÁNDEZ-GÓMEZ, J. D., HERNÁNDEZ-SANTAOLALLA, V. & SANZ-MARCOS, P. (2018). Influencers, marca personal e ideología política en Twitter. Cuadernos.info, (42), 19-37.
FERNANDI, J., VALETTE-FLORENCE, P., & FINE-FALCY, S.
(2000). AAKER´s brand personality scale in a French Context: a replication and preliminary test of its validity. Developments in Marketing Science, 23, 7-13.
FRELING, T. H. (2005). An examination of brand personality through methodological triangulation. The Journal of Brand Management, 13 (2), 148-162.
FRELING, T. H. & FORBES, L. P. (2005). An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14 (7), 404-413.
FRELING, T. H., CROSNO, J. & HENARD, D. (2011). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39(3), 392-406.
GALLO, G. (2000). Posicionamiento: El caso latinoamericano. Bogotá, Colombia: McGraw-Hill Interamericana.
GARCÍA, L., DENEGRI, M., ORELLANA, O. Y., HERRERA, E. &
CAMPOS, M. (2014). Personalidad de marca en carreras pertenecientes a tres áreas académicas de la UNMSM. Revista de Investigación en Psicología, 17(1), 13-29.
GEUENS, M., WEIJTERS, B. & DE WULF, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97-107.
GOMES, R., HENRIQUES, A. & ARIAS, R. (2014). Destination brand personality: searching for personality traits on golfrelated websites. Anatolia, 25(3), 387-402.
GÓMEZ-AGUILAR, A. (2010). Análisis de la Estructura de la personalidad de Marca y sus efectos sobre la imagen y la lealtad: Una aplicación al mercado turístico español. (Tesis Doctoral), Universidad Autónoma de Madrid, España.
Recuperado de
https://repositorio.uam.es/bitstream/handle/10486/5286/33877_ gomez_aguilar_alejandro.pdf?sequence=1.
GÓMEZ- AGUILAR, A., YAGUE, M. J. & VILLASEÑOR N.
(2014). Destination Brand Personality: An Application to Spanish Tourism. International Journal of Tourism Research, 18(3), 210-219.
GOÑI, N., TORRES, E. & AGUILERA, S. (2013). Dimensiones de la personalidad de la marca. Revista de Ciencias Sociales, 19(2), 213-225.
GÖRGÜT, I. & ÖZBAL, A. (2018). Adaptation of Sport Brand Personality Scale to Turkish. Universal Journal of Educational Research, 6(4), 759-768.
GROHMANN, B. (2009). Gender dimensions of brand personality. Journal of marketing research, 46(1), 105-119.
HAIGOOD, T. (2001). Deconstructing brand personality. AMA Summer Educators Conference Proceedings. Chicago: Estados
Unidos. Recuperado de
https://search.proquest.com/openview/6402c3c065ee34274f801 97dc6547011/1?pq-origsite=gscholar&cbl=35292.
HEERE, B. (2010). A New Approach to Measure Perceived Brand Personality Associations Among Consumers. Sport Marketing Quarterly, 19(1), 17-24.
HELGESON, J. G. & SUPPHELLEN, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality the impact of socially desirable responding. International Journal of Market Research, 46(2), 205-233.
HERNANI, M. (2008). Percepción de la personalidad de una marca global y de valores: un estudio comparativo entre consumidores brasileños y peruanos. Contabilidad y Negocios: Revista del Departamento Académico de Ciencias Administrativas, 3(5), 44-54.
HIERONIMUS, F. (2003). Persönlichkeitsorientiertes
Markenmanagement: eine empirische Untersuchung zur
Messung, Wahrnehmung und Wirkung der Markenpersönlichkeit. Berlin: Peter Lang International Academic Publishers.Thesis doctoral.
HOSANY, S., EKINCI, Y. & UYSAL, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Psychological Research, 43, 638-642.
HUANG, S. & LU, T. (2003). Dimensions of brand personality in China. Nankai Business Review, 6(1), 4-9.
IVENS, B. & VALTA, K. S. (2012). Customer brand personality perception: A taxonomic analysis. Journal of Marketing Management, 28(9-10), 1062-1093.
JIE, Y., CHOU, T. & CHOU, N. (2012). Assessing the fit of two brand personality scales in a Chinese context and revisiting the predictive validity of two methods of measuring self-congruity. Journal of Brand Management, 19(6), 525-540.
JOHN, O. P. & SRIVASTAVA, S. (1999). The Big Five trait taxonomy: History, measurement, and theoretical perspectives. Handbook of personality: Theory and research, 2, 102-138.
KANG, C., BENNETT, G. & PEACHEY, J. W. (2016). Five dimensions of brand personality traits in sport. Sport Management Review, 19(4), 441-453.
KAPFERER, J. N. (2004). The New Strategic Brand Management. Londres, Reino Unido: Kogan Page.
KELLER, K. (1993). Conceptualising, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 122.
KELLER, K. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, Estados Unidos: Prentice Hall.
KELLER, K. (2012). Strategic brand management: Building, measuring, and managing brand equity. Londres, Reino Unido:
Pearson Education Limited.
KELLER, K. & LEHMANN, D. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.
KELLER, K. & RICHEY, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1-2), 74-81.
KIM, C., HAN, D. & PARK, S. (2001). The effect if brand personality and bran identification on brand loyalty: Applying theory of social identification. Japanese Psychological Research, 43(4), 195-206.
KIM, S. & LEHTO, X. Y. (2013). Projected and perceived destination brand personalities: the case of South Korea. Journal of Travel Research, 52(1), 117-130.
KIM, S. & MCGILL, A. L. (2011). Gaming with Mr. Slot or gaming the slot machine? Power, anthropomorphism, and risk perception. Journal of Consumer Research, 38(1), 94-107.
KLABI, F. (2012). The predictive power of destination-personalitycongruity on tourist preference: a global approach to destination image branding. Leisure/Loisir, 36(3-4), 309-331.
KOEBEL, M. N. & LADWEIN, R. (1999). L’échelle de personalité de la marque de Jennifer AAKER: Adaptation au contexte français. Décisions Marketing, 18, 81-88.
KUMAR, A. (2018). Story of AAKER’s brand Personality scale criticism. Spanish Journal of Marketing ESIC, 22(2), 203-230.
KUMAR, V. & NAYAK, J. K. (2014). The measurement & conceptualization of destination personality. Tourism Management Perspectives, 12, 88-93.
LEE, E. J. & RHEE, E. Y. (2008). Conceptual Framework of WithinCategory Brand Personality Based on Consumers’ Perception (WCBP-CP): The Case of Men’s Apparel Category in South Korea. Journal of Brand Management, 15(6), 465-489.
LEE, H. & CHO, C. (2017). An application of brand personality to advergames: The effect of company attributes on advergame personality. Computers inhuman Behavior, 69, 235-245.
LEE, J. S. & BACK, K. J. (2010). Examining antecedents and consequences of Brand personality in the upper-upscale business hotel segment. Journal of Travel & Tourism Marketing, 27(2), 132-145.
LENK, P., BATRA, R. & WEDEL, M. (2003). Representing brand and category personality with circumplex models. University of Michigan Business School. [Working Paper]. Recuperado de https://deepblue.lib.umich.edu/bitstream/handle/2027.42/35833/ b208109x.0001.001.pdf?sequence=2&isAllowed=y.
LEONARD, E. & PREVEL-KATSANIS, L. (2013). The dimensions of prescription drug brand personality as identified by consumers. Journal of Consumer Marketing, 30(7), 583-596.
LIM, K. & O’CASS, A. (2001). Consumer brand classifications: an assessment of culture of origin versus country of origin. Journal of Product & Brand Management, 10(2), 120-136.
LIU, Z., HUANG, S. S., HALLAK, R. & LIANG, M. (2016). Chinese consumers' brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310-326.
MAGIN, S., ALGESHEIMER, R., HUBER, F. & HERRMANN, A. (2003). The impact of brand personality and customer satisfaction on customer's loyalty: theoretical approach and findings of a causal analytical study in the sector of Internet service providers. Electronic Markets, 13(4), 294-308.
MALHOTRA, N. (2004). Investigación de Mercados: Un enfoque aplicado. México: Pearson Educación.
MILAS, G. & MLACIC, B. (2007). Brand personality and human personality: Findings from ratings of familiar Croatian brands. Journal of Business Research, 60(6), 620-626.
MITSIS, A. & LECKIE, C. (2016). Validating and extending the sport brand personality scale. Journal of Service Theory and Practice, 26(2), 203-221.
MORGAN, N., PRITCHARD, A. & Pride, R. (2011). Destination Brands: Managing place reputation. Butterworth- Heinemann.
MULLER, B. & CHANDON, J. L. (2003). The Impact of Visiting a Brand Website on Brand Personality. Electronic Markets, 13(3), 210-221.
MULLER, K. & ZANCAN, R. (2012). Brand Personality Dimensions in the Brazilian Context. Brazilian Administration Review, 9(2), 168-188.
MURIÑEGO, D. & DEL VALLE, C. (2014). Determinación de imagen y personalidad de marca de una facultad: relato y reflexiones en torno a una experiencia práctica. Cabezas, D. y Orellana, L. (editores) En estudios de personalidad de marca en educación superior y sectores no tradicionales. 69-86.
MURPHY, L., MOSCARDO, G. & BENCKENDORFF, P. (2007). Using Brand Personality to Differentiate Regional Tourism Destinations. Journal of Travel Research, 46(1), 5-14.
NGUYEN, T. A. (2013). Study about brand personality of nonprofit organization in Sweden (Bachelor Thesis). School of Business and Economics, Linnaeus University, Sweden.
NUNNALLY, J. (1978). Psychometric theory (Second edition). New York, Estados Unidos: McGraw Hill.
NUNNALLY, J. (1987). Teoría Psicométrica. México: Trillas.
OKAZAKI, S. (2006). Excitement or Sophistication? A Preliminary Exploration of Online Brand Personality. International Marketing Review, 23(3), 279-304.
OLAVARRIETA, S., FRIEDMANN, R. & MANZUR, E. (2004). Brand personality outside the developed world: A combined Emic-Etic study in Chile. American Marketing Association Winter Educators Conference’ Proceedings Scottsdale, 390396.
OLAVARRIETA, S., FRIEDMANN, R. & MANZUR, E. (2010). Brand personality in Chile: a combined emicetic approach. Estudios de Administración, 17(1), 25-50.
OWLIA, M. S. & ASPINWALL, E. M. (1998). A framework for measuring quality in engineering education. Total Quality Managemenet, 9(6), 501-518.
PAIVA NETO, Á. (2017). Personalidade de marca em meios de hospedagem. Master's thesis, Brasil, Universidade Dederal do Rio Grande do Norte.
PARKER, B. T. (2009). A comparison of brand personality and brand user imagery congruence. Journal of Consumer Marketing, 26(3), 175-184.
PATTERSON, M. (1999). Re-appraising the concept of brand image. The Journal of Brand Management: An International Journal, 6(6), 409-426.
PEÑALOZA, V., DENEGRI, M., QUEZADO, I., SOUSA, E. C., PARRA, V. A. B. & GERHARD, F. (2016). Personalidade de marca de cursos de psicologia: um estudo em cidades do Brasil, Peru e Chile. Estudios Gerenciales, 32(140), 239-249.
PEREPELKIN, J. & DI ZHANG, D. (2011). Brand personality and customer trust in community pharmacies. International Journal of Pharmaceutical and Healthcare Marketing, 5(3), 175-193.
PÉREZ-GONZÁLEZ, B., BURILLO, P. & SÁNCHEZ-BURÓN, A. (2017). Percepción de la personalidad de marca en artículos deportivos en estudiantes universitarios españoles. SPORT TK: Revista Euroamericana de Ciencias del Deporte, 7(1), 71-80.
PIRELA, J., VILLAVICENCIO, H. & SAAVEDRA J. (2004).
Dimensiones de personalidad de marca. Estudio exploratorio de los rasgos de personalidad en Venezuela. Revista de Ciencias Sociales. 10(3), 430-440.
RAUSCHNABEL, P. A., KREY, N., BABIN, B. J. & IVENS, B. S. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8), 3077-3086.
ROJAS, J., ERUNCHEN, I. & SILVA, E. (2004). The Ford Brand Personality in Chile. Corporate Reputation Review, 7(3), 232251.
ROJAS-MÉNDEZ, J. I. (2007). La personalidad de la marcapaís como eje para el desarrollo de ventajas competitivas. Disponible en: http://www.comexperu.org.
pe/archivos%5Cforo%5Cforo_17042007/Jose%20 RojasMendez_w.pdf.
ROJAS-MÉNDEZ, J. I. & PAPADOPOULOS, N. (2012). Argentine Consumers' perceptions of the US Brand personality. Latin American Business Review, 13(4), 329-345.
ROJAS-MÉNDEZ, J. I., MURPHY, S. & PAPADOPOULOS, N. (2013). The U.S. Brand Personality: A Sino Perspective. Journal of Business Research, 66(8), 1028-1034.
RUTELIONE, A., HOPENIENĖ, R. & ŽALIMIENĖ, K. (2018). Linking Destination Brand Personality, Self-congruity and Tourist Behaviour: A Local Spa resort case study. Lex Localis - Journal of Local Self-Government, 16(2), 293-310.
RUTTER, R., HANRETTY, C. & LETTICE, F. (2018). Political Brands: Can Parties Be Distinguished by their Online Brand Personality? Journal of Political Marketing, 13(3), 193-212.
SAAVEDRA, J., COLMENARES, O. & PIRELA, J. L. (2007).
Correlación entre dimensiones de personalidad de marca y la marca emocional. Estudio en Cadena de Farmacias. Revista de Ciencias Sociales, 13(2), 219-229.
SAAVEDRA, J., PIRELA, J. L. & COLMENARES, O. (2008a). Determinación de personalidad de marca del venezolano. Revista Debates IESA, 13(2), 48-52.
SAAVEDRA, J., URDANETA, D., PIRELA, J. L. &
COLMENARES, O. (2008b). Medición de la personalidad de marca en el mercado automotriz. Revista Visión General, 1, 183-196.
SÁNCHEZ, M. & SARABIA, F. J. (1999). Validez y fiabilidad de escalas. Metodología para la investigación en marketing y dirección de empresas. En F. J. Sarabia (coord.). Madrid, España: Pirámide, 363-392.
SÁNCHEZ-MECA, J. (2010). Cómo realizar una revisión sistemática y un meta-análisis. Aula Abierta, 38, 53-64.
SANTOS, C. A. (2004). Framing Portugal Representational Dynamics. Annals of Tourism Research, 31(1), 122-138.
SCHIFFMAN, L. & LAZAR, L. (2010). Comportamiento del consumidor. Mé ico: Pearson.
SCHLESINGER, M. W. & CERVERA, A. (2008). Estudio comparativo entre la personalidad de marca ideal vs. Percibida: aplicación a las compañías aéreas. Innovar, 18(31), 61-76.
SCHLESINGER, M. W. & CERVERA, A. (2009). Naturaleza y dimensionalidad de la personalidad de marca en el ámbito de los servicios. Técnica administrativa, 8(39). Recuperado de:
http://www.cyta.com.ar/ta0803/v8n3a2.htm
SCHLESINGER, M. W., CERVERA, A. & YAGÜE, M. J. (2013). Estudio comparativo de la personalidad de marca percibida de las compañías aéreas españolas. Estudios Turísticos, 197, 83105.
SIGUAW, J. A., MATTILA, A. & AUSTIN, J. R. (1999). The brandpersonality scale: An application for restaurants. Cornell Hotel and Restaurant Administration Quarterly, 40(3), 48-55.
SIMMONS, G. (2007). I-Branding: Developing the Internet as a branding tool. Marketing Intelligence & Planning, 25(6), 544562.
SIRGY, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300.
SMITH, A. C., GRAETZ, B. R. & WESTERBEEK, H. M. (2006). Brand personality in a membership based organisation. International Journal of Nonprofit and Voluntary Sector Marketing, 11(3), 251-266.
SMITH, E., VAN DEN BERGE, E. & FRANZEN, G. (2002). Brands are just like real people! The development of SWOCC´s brand personality scale. Branding and Advertising, 22-43.
SMITH, E., VAN DEN BERGE, E. & FRANZEN, G. (2003). Brands are just like real people, in F. Hansen and L, B. Christensen (eds), branding and advertising, Copenhagen, Denmark. Copenhagen Business School Press, 22-43.
SOUSA, E. C., FUENTES, V. L. P. & QUEZADO, I. (2016). Personalidade da Marca de Instituições de Ensino Superior. Revista Reuna, 21(1), 97-120.
STANTON, W., ETZEL, M. & WALKER, B. (2000). Fundamentos de Marketing. México: McGraw-Hill.
STANTON, W., ETZEL, M. & WALKER, B. (2007). Fundamentos de Marketing. México: McGraw-Hill.
SUNG, Y. & TINKHAM, S. (2005). Brand Personality structures in the United States and Korea: Common and culture-specific factors. Journal of Consumer Psychology, 15(4), 334-350.
SUPPHELLEN, M. & GRONHAUG, K. (2003). Building foreign brand personalities in Russia: The moderating effect of consumer ethnocentrism. International Journal of Advertising, 22(2), 203-226.
SWEENEY, J. C. & BRANDON, C. (2006). Brand personality: exploring the potential to move from factor analytical to circumplex models. Psychology and Marketing, 23(8), 639-663.
TABAKU, E. & ZERELLARI, M. (2015). Brand loyalty and loyalty programs; a literature review. Romanian Economic and Business Review, 10(2), 87-102.
TOLDOS, M. (2012). Dimensions of Brand personality in Mexico. Global Journal of Business research, 6(5), 35-47.
TOLDOS, M. & OROZCO, M. (2015). Brand personality and purchase intention. European Business Review, 27(5), 462-476.
TONG, X. & SU, J. (2014). Exploring the personality of sportswear brands. Sport, Business and Management: An International Journal, 4(2), 178-192.
UPADHYAYA, M. (2012a). Influence of destination image and destination personality: an empirical analysis. Journal of Marketing & Communication, 7(3), 40-47.
UPADHYAYA, M. (2012b). Projective techniques for brand image dimensionality and using various techniques to investigate and improve the brand personality. Polish journal of management studies, 6, 89-100.
URIBE, R., BUZETA, C. & REYES, J. (2017). Personalidad de marca de los partidos políticos en Chile: una mirada desde los ciudadanos más jóvenes. Cuadernos. Info, 41, 89-104.
USAKLI, A. & BALOGLU, S. (2011). Brand personality of tourist destinations: an application of self-congruity theory. Tourism Management, 32(1), 114-127.
VALETTE-FLORENCE, R. & DE BARNIER, V. (2013). Towards a micro conception of brand personality: An application for print
media brands in French Context. Journal of Business Research, 66(7), 897-903.
VENABLE, B. T., ROSE, G. M., BUSH, V. D. & GILBERT, F. W. (2005). The role of brand personality in charitable giving: an assessment and validation. Journal of the Academy of Marketing Science, 33(3), 295-312.
VOETH, M. & HERBST, U. (2008). The concept of brand personality as an instrument for advanced non-profit branding–an empirical analysis. Journal of Nonprofit & Public Sector Marketing, 19(1), 71-97.
WATKINS, B. & GONZENBACH, W. (2013). Assessing university brand personality throught logos: an analysis of the use of academics and athletics in university branding. Journal of Marketing for Higher Education, 23(1), 15-33.
WYSONG, S., MUNCH, J. & KLEISER, S. (2002). An investigation into the brand personality construct, its antecedents, and its consequences. American Marketing Association Conference
Proceedings, 12, 512-518. Recuperado de
https://search.proquest.com/openview/eef833cb6c72b6a835e09 3902aa2690c/1?pq-origsite=gscholar&cbl=35292.
XIE, K. L. & LEE, J. S. (2013). Toward the perspective of cognitive destination image and destination personality: the case of Beijing. Journal of Travel & Tourism Marketing, 30(6), 538556.
