Brand, brand personality, emotional branding, personality features.
The results from this study allow us to explain the relation between the two theoretical concepts of brand personality and emotional branding. Pharmacy franchises and shopping centers were used as product references. A non-accidental probablistic sampling was used, for a total of 554 samples gathered by means of a questionaire administered via in-person interviews or by Internet. The data was processed by applying Spearman’s correlation of ranges analysis to compare the features of the dimensions of personality and the emotional branding references. 98.5% of the correlation pairs studied showed values above a = 0.48, which represented no signiﬁ cant association between the two variables under consideration. This leads us to the conclusion that in this case no clear relation exists between emotional branding and brand personality