Brand Personality Dimensions in the Brazilian Context

Abstract

Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to aperson. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitivemarket environment. In this study, the authors explore the dimensions of brand personality proposed by J. Aaker(1997), seeking to discover the particular evaluation dimensions of the Brazilian context. The study wasconducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals andacademics from the fields of communication and marketing. This was followed by stages of conclusive researchusing an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: onecalibration sample for exploratory factor analysis and a validation sample to perform confirmatory factoranalysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brandpersonality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensionsshowed some differences in comparison with similar studies that had been carried out in other countries. Thestudy led to a scale of 28 items for measuring brand personality and made it possible to compare competingbrands in terms of brand personality.

Keywords

• marketing
• brands
• brand personality.