Ficha del artículo

Tipo - Type: Research article

Título - Title

Naturaleza y dimensionalidad de la personalidad de marca en el ámbito de los servicios

Nature and dimensionality of brand personality in service context

Autoría - Creator

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 ⓘ - ⓘ - ⓘ

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