Correlación entre dimensiones de personalidad de marca y la marca emocional

Authors

  • José Luis Saavedra Torres Profesor Asociado-Invitado de Mercadeo, FCES-Universidad del Zulia
  • Oscar Colmenares Participante en el Programa Doctoral de Ciencias Gerenciales, convenio UPMLUZ (2006)
  • José Luis Pirela Profesor Asociado de Mercadeo, Universidad Rafael Belloso Chacín

Keywords:

Brand, brand personality, emotional branding, personality features.

Abstract

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

Downloads

Download data is not yet available.

Author Biographies

  • José Luis Saavedra Torres, Profesor Asociado-Invitado de Mercadeo, FCES-Universidad del Zulia

    Máster en Administración (IESA, 1999).

     

  • Oscar Colmenares, Participante en el Programa Doctoral de Ciencias Gerenciales, convenio UPMLUZ (2006)
    Magíster en Gerencia Empresarial
  • José Luis Pirela, Profesor Asociado de Mercadeo, Universidad Rafael Belloso Chacín
    Máster en Administración (IESA, 2002).

Downloads

Published

2007-05-17

Issue

No. 10 (2007)

Section

Research Articles

License

Authors who publish with this journal agree to the following terms:

a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under aCreative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

How to Cite

Saavedra Torres, J. L., Colmenares, O., & Pirela, J. L. (2007). Correlación entre dimensiones de personalidad de marca y la marca emocional. AD-Minister, 10, 9-20. https://publicaciones.eafit.edu.co/index.php/administer/article/view/589