Ficha del artículo
Tipo: Research article
Título
Naturaleza y dimensionalidad de la personalidad de marca en el ámbito de los servicios
Nature and dimensionality of brand personality in service context
Autoría
Schlesinger , Walesska ⓘ
Cerverta Taulet, Amparo ⓘ
Resumen
La personalidad de marca, tiene un papel decisivo como elemento diferenciador y como una estrategia de posicionamiento en la mente del consumidor. Este trabajo tiene como objetivo general delimitar el constructo personalidad de marca y ofrecer un instrumento de medición en el contexto de los servicios turísticos, de forma específica en el sector del transporte aéreo, basándonos en el modelo propuesto por Aaker (1997). Los resultados obtenidos mediante un análisis factorial confirmatorio indican que los consumidores perciben las marcas de compañías aéreas a través de cuatro dimensiones que miden la personalidad de marca: sinceridad, competencia, emocionante y sofisticado. Se concluye que la personalidad de marca tiene un componente cultural que no permite generalizar las dimensiones y rasgos en todos los contextos y además se recomienda a los gerentes de marketing insistir en el desarrollo de una personalidad de marca distintiva y atractiva.
Abstract
Brand personality plays a decisive role as differencing and positioning element in the consumer’s mind. This paper has its general objective to shape the brand personality concept and provide a measurement scale in the service sector, specifically in airline companies, based on Aaker´s model (1997). Results obtained using confirmatory factor analysis indicates that consumers perceive airline brand personality across four dimensions: sincerity, competence, excitement and sophistication. Brand personality has a cultural component that does not allow generalizing the dimensions and traits in all the contexts by marketing managers. Finally, we recommended insisting on the development a distintictive and attractive brand personality.
Palabras Clave: Personalidad de marca, servicios, compañías aéreas
Keyword: services, air companies, Spain
Bibliografía
AAKER, D. (1991). Managing Brand Equity, New York, Free Press.
AAKER, J. (1997). Dimensions of Brand Personality, Journal of Marketing Research. 34. Chicago, USA. 347-356.
AAKER, J.; SCHMITT, B. (1997). The Influence of Culture on Selfexpressive Use of Brands. Los Angeles: UCLA Anderson Graduate School of Management.
AAKER, J.; BENET-MARTÍNEZ, 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). USA. Pp. 492-508.
AAKER, J.; FOURNIER, S.; BRASEL, A. (2004). When good brand so bad, Journal of Consumer Research, 31(1),1-16, Chicago, USA.
ALDÁS, J. (2005). Análisis Multivariante Aplicado, Editorial Thomson Paraninfo, España, 552 págs.
ALVAREZ, C.; HARRIS, J. (2002, agosto 3-6). Assessing the Structure of Brand Personality Among Global and Local Mexican Brands. AMA Summer Educators Conference. San Diego, CA, USA.
ANDERSON, J.; GERBING, D. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Bulletin, Psychological Vol. 103, n 3, pgs. 411-423, USA.
AZOULAY, A.; KAPFERER, J. (2003). Do brand personality scales really measure brand personality?, Journal of Brand Management., 11(2). 143-155, UK.
BAGOZZI, R.; YI, Y. (1988). On the Evaluation of Structural of Equation Models. Journal of the Academy of Marketing Science, Vol.16 (1), pp.74-94. USA.
BATRA, R.; DONALD, L.; DIPINDER, S. (1993). The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences, Brand Equity and Advertising, eds. David Aaker; Alexander Biel, Hillsdale, 83-96.
BENNETT, P. (1988). Diccionario de Terminos de Marketing, American Marketing Association, Chicago, IL.
BERRY, L. (2000). Cultivating Service Brand Equity, Journal of the Academy of Marketing Science, 28(1), 128-137. USA.
BRADY, M.; BORDEAU, B.; HESKEL, J. (2005). The importance of brand cues in intangible service industries, Journal of Services Marketing, 19(6), 401-410.
BIEL, A. (1993). Converting image into equity, Brand Advertising, Hillsdale, 67-82.
CAPRARA, G.; BARBARANELLI, C.; GUIDO, G. (2001). How to make the methapor fit?, Journal of Economic Phsycology, 22, 377-395. UK.
DE CHERNATONY, L.; McDONALD, M. (1998). Creating Powerful Brands, 2nd. Ed. Butterworth Oxford, Heineman.
DE CHERNATONY, L.; DALL OLMO RILEY (1998). Modelling the components of the brand, European Journal of Marketing, Vol.32 No.11/12, 1074-90. UK.
DIAMANTOPOULOS, A.; SMITH, G.; GRIME I. (2005). The impact of brand extensions on brand personality: experimental evidence, European Journal of Marketing. 391/(2), 129-149. UK.
DURGEE, J. (1988). Uunderstanding brand personality, Journal of Consumer Marketing, 5 (3), 21-5. USA.
DRAWBAUGH, K. (2001). Brands in the Balance: Meeting the Challenges to Comercial Identity. London: Reuters.
EKINCI, Y.; RILEY, M. (2003). An investigation of self-concept: actual and ideal self-congruence compared in the context of service evaluation, Journal of Retailing and Consumer Services 10 (2003) 201–214. UK.
EKINCI, Y.; HOSANY, S. (2006). Destination Personality: An Application of Brand Personality to Tourism Destinations, Journal of Travel Research, 45, November, 127-139. USA.
FERRANDI, J., VALETTE-FLORENCE, P.; FINE-FALCY S. (2000). Aaker s Brand Personality Scale in a French Context: A replication and a Preliminary Test of its Validity, Proceedings of Academy of Marketing Science, Vol.23, Ed. Charles H. Noble, 7-13. USA.
FIRST, I; GRBAC, B. (2007). Brand Preference: Effects Of Country Of Origin And Brand s Personality Traits, Thought Leaders International Conference on Brand Management, Birmingham, 24 y 25 de abril del 2007, Birmingham, UK.
FORNELL, C.; LARCKER, D. (1981). Evaluating structural equations models with unobservable variables and measurement error. Journal of Marketing Research, Vol. 18, pp. 39-50. USA.
FRELING, T.; FORBES L. (2005). An empirical analysis of the brand personality effect, Journal of Product and Brand Management, 14(7), 404-413. UK.
FOURNIER, S. (1994). A Consumer-brand Relationship Framework for Strategic, Brand Management, Doctoral Dissertation, University of Florida, 1994. USA.
FOURNIER, S. (1998). Consumers and their brands: Developing Relationship theory in consumer research, Journal of Consumer Research, 24, 343-373. USA.
JOHAR, G.; SENGUPTA, J.; AAKER, J. (2005). Two Roads to updating brand personality impressions: Trait versus evaluativo inferencing, Journal of Marketing Research, ,42, 458-469. USA.
JOHN, O. (1990). The Big Five Factor Taxonomy: Dimensions of Personality in Natural Language and in Questionnaires In Handbook of Personality: Theory and Research. Ed. L. A. Pervin. New York, 66-100.
KAPFERER, J. (1998). Strategic Brand Management (2nd. Edn), Kogan Page, New York y London.
KASSARJIAN, H. (1971). Personality and consumer behaviour: a review, Journal of Marketing Research, 8 (4), 409-18. USA.
KELLER, K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, (1), USA. American Marketing Association Publications, 1-22. USA.
KELLER, K. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge, Journal of Consumer Research, 29, 595-600. USA.
KELLER, K.; Sood (2003). Brand Equity Dilution, MIT Sloan Management Review, vol. 45, nº 1, pp. 12-15. USA.
KING, S. (1970). What is a brand?, J. Walter Thompson Company Limited, London. UK.
KOEBEL, M.; LADWEIN, R. (1999). L échelle de personalité de la marque de Jennifer Aaker: Adaptation au contexte français. Décisions Marketing,18, Francia, 81-88.
MARTINEAU, P. (1958). The personality of a retail store, Harvard Business Review, 36, Nov – Dec. USA.
MARTINEZ, E.; MONTANER, T.; PINA, J. (2005, enero 21-22). Una escala de Medición de la Imagen de Marca aplicada a la Estrategia de Extensión de Marca, Congresso Internazionale Le Tendenze del Marketing, Università Ca Foscari Venecia y l Ecole Supérieure de Commerce de Paris – EAP.
MATZLER, K.; BIDMON, S.; GRABNER-KRAUTER, S. (2006). Individuals determinants of brand affect the role of the personality traits of extraversion and openness to experience, Journal of Product and Brand Management, 15(7), 427-434. UK.
MCCRACKEN, G. (1986). Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods. Journal of Consumer Research, 13:71-84.
McCRAE, R.; COSTA, P. (1989). The Structure of Interpersonal Traits: Wiggins s Circumplex and Five-Factor Model. Journal of Personality and Social Psychology, 56, 586-595. USA.
MOTAMENI, R.; SHAHROKHi, M. (1998). Brand Equity Valuation: A Global Perspective, The Journal of Product and Brand Management, vol. 7, nº 4, pp. 275-290. UK.
NORMAN, W. (1963). Toward an Adequate Taxonomy of Personality Attribute: Replicated Factor Structure in Peer Nomination Personality Ratings. Journal of Abnormal and Social Psychology, 66, 574-583. Washington, USA.
ONKVISIT, S.; SHAW, J. (1989). Service marketing: image, branding and competition, Business Horizons. 32 (1), 13-18. USA.
PANTIN, G.; DECROP, A.; BRÉE, J. (2005). An Empirical Investigation of the Product s Package as an Antecedent of Brand Personality, Innovative Marketing, Volume 1, Issue1.69-80. Ukraine.
PAPPU, R., QUESTER, P.; COOKSEY, R. (2005). Consumer-based brand equity: improving the measurement and empirical evidence, Journal of Product and Brand Management, 14 (3), pp. 143-54. UK.
PAUNONEN, S.; JACKSON, J.; TRZEBINSKI; FORSTERLING, F. (1992). Personality Structure across Cultures: A Multimethod Evaluation, Journal of Personality and Social Psychology, 62:447-56. USA.
PIRELA, J.; VILLAVICENCIO, H.; SAAVEDRA, J. (2004). Dimensiones de Personalidad de marca. Estudio Exploratorio en Venezuela, Revista de Ciencias Sociales, 10 (3),430-40. Venezuela.
PLUMMER, J. (1985). Brand Personality: A Strategic Concept for Multinational Advertising, in Marketing Educators Conference, New York, 1-31. USA.
ROJAS, J.; ERENCHUN, I.; SILVA, E. (2004). The Ford Brand Personality in Chile, Corporate Reputation Review; Fall 2004; 7, 3;
ROTH, M. (1995). The effects of culture and socioeconomics on the performance of global bran image strategies. Journal of Marketing Research, 32, 163-175. USA.
SIGAUW, J.; MATTILA, A.; AUSTIN, J. (1999). The Brand-Personality Scale, Hotel and Restaurant Quarterly, Vol.40, June, pp. 48-55. USA.
SIRGY, J. (1982). Self-concept in consumer behaviour: a critical review, Journal of Consumer Research, 9 No. 3, pp. 287-300. USA.
SUNG, Y.; TINKHAM, S. (2005). Brand Personality Structures in the United Status and Korea: Common and Culture-Specific Factors, Journal of Consumer Psychology, 15(4) 334-350. USA.
SWEENEY, J.; BRANDON, C. (2006). Brand Personality: Exploring the Potential to Move from Factor Analytical to Circumplex Models, Psychology and Marketing, 23(8), 639–663. USA.
TURLEY L.; MOORE, P. (1995). Brand name strategies in the service sector, Journal of Consumer Marketing, 12(4) 42-50. USA.
VENABLE, B.; ROSE, G.; BUSH, D.; GILBERT, F. (2005). The Role of Brand Personality in Charitable Giving: An Assessment and Validation, Journal of the Academy of Marketing Science. Volume 33, No.3, 295-312. USA.
YOO, B.; DONTHU, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Research, Vol. 52, pp. 1-14. USA.