Résumé
The main purpose of this paper was to report a literature review that synthesized and organized the current knowledge on brand personality, with the goal of drawing a research agenda on the construct, setting directions for future investigations. We combined a systematic review with bibliometric analysis to evaluate 351 articles about brand personality published between 2015 and 2019. The current research on brand personality has a background in psychology studies, using the appropriation of personality construct to understand the functioning of consumers' minds. The current literature encompasses six research tracks, namely: 1) brand-related outcomes, 2) consumer-related outcomes, 3) scale development, 4) experiments and metrics, 5) tourism, and 6) conceptualizations. As a research agenda, we propose the development of theorizations on brand personality and investigations about its antecedents, the context of investigation, the stability of the construct and the brand personality in the context of social media.
O objetivo deste artigo foi relatar uma revisão de literatura que sintetizou e organizou o conhecimento atual sobre personalidade de marca, para traçar uma agenda de pesquisa sobre o construto e direcionar futuras investigações. Combinamos uma revisão sistemática com análise bibliométrica para avaliar 351 artigos sobre personalidade de marca publicados entre 2015 e 2019. As pesquisas atuais sobre personalidade de marca baseiam-se em estudos de psicologia, com a apropriação do construto de personalidade para compreender o funcionamento das mentes dos consumidores. A literatura atual abrange seis linhas de pesquisa, a saber: resultados relacionados à marca, resultados relacionados ao consumidor, desenvolvimento de escala, experimentos e métricas, turismo e conceituações. Como agenda de pesquisa, propomos o desenvolvimento de teorizações sobre a personalidade da marca e investigações sobre seus antecedentes, o contexto de investigação, a estabilidade do construto e a personalidade da marca no contexto das mídias sociais.
El objetivo principal de este artículo es presentar una revisión de literatura que sintetizó y organizó el conocimiento actual sobre la personalidad de la marca, cuyo objetivo es planear una agenda de investigación sobre el constructo, marcando rumbos para futuras investigaciones. Programamos una revisión sistemática con análisis bibliométrico para evaluar 351 artículos sobre personalidad de marca publicados entre 2015 y 2019. La investigación actual sobre personalidad de marca se basa en estudios de psicología, con la apropiación del constructo de personalidad para comprender el funcionamiento de las mentes de los consumidores. La literatura actual abarca seis lineas de investigación, a saber: 1) resultados relacionados con la marca, 2) resultados relacionados con el consumidor, 3) desarrollo de escalas, 4) experimentos y métricas, 5) turismo y 6) conceptualizaciones. Como agenda de investigación, proponemos el desarrollo de teorizaciones sobre personalidad de la marca e investigaciones sobre sus antecedentes, el contexto de investigación, la estabilidad del constructo y la personalidad de la marca en el contexto de las redes sociales.
Résumé
La participación política de los jóvenes ha decrecido en los últimos años, en especial en aquellos países con democracias consolidadas. Considerando esto, la presente investigación se plantea como objetivo estudiar el comportamiento político de los jóvenes a través de la teoría de personalidad de marca. Se pretende analizar el descontento de los jóvenes hacia la política a través de los rasgos de personalidad humana que atribuyen a los partidos políticos. Se evaluó la personalidad de marca de los ocho principales partidos políticos de Chile a través de un modelo compuesto por las siguientes dimensiones: sinceridad, ambición, competencia, estimulante, tradicional, sofisticado, rudeza y elitistas. Los resultados permiten concluir que aun cuando los partidos políticos difieren en sus atributos de personalidad, comparten en común que son considerados como no competentes.
Political participation among young people has decreased in the last few years, especially in those countries with consolidated democracies. Considering this, the present research tackles as its main objective the study of the political behavior of young people by means of the theory of brand personality. We intend to analyze discontent towards politics among young people through the human personality traits attributed to political parties. The brand personality of the 8 main political parties in Chile was evaluated by means of a model made up of the following dimensions: sincere, ambitious, competent, stimulating, traditional, sophisticated, tough and elitist. The results enable us to conclude that even when political parties differ in their personality attributes, they share a common ground: they are all considered not competent.
Sujets)
ChiliRésumé
This day's research analyzed the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants in order to suggest a plan which would induce researcher's interest as well as influencing diversification of management strategies toward dining-out business. The purpose of this research is to analyse the difference between brand personality, self - image congruity, job satisfaction and their influences towards employees of family restaurants. The survey questionnaires were distributed to 300 employees of family restaurants in Seoul from August 1th until August 30th 2009, and 257 of them were used for analysis. The top seven company's were chosen by base on data from 2009 Annual Dinner of the Korea. Statistics handling of this research used SPSS WIN 17.0 statistics package program, which performed frequency analysis, factor analysis, regrssion anlysis. The research result shows, first of all, the relationship between company's brand personality and personal self - image congruity, it shows that the company's brand personality has higher on 'ability/capability, loyalty/ fidelity, and strong' the personal self - image congruity appeared higher. The relationship between company's brand personality and social self-image congruity, it shows that the company's brand personality has higher on 'ability/ capability and loyalty/fidelity' the social self-image congruity appeared higher. Second of all, in a relation between the self-image congruity and job satisfaction, the personal self-image congruity has shown positive impact on job satisfaction. Third of all, in a relationship between the company's brand personality and job satisfaction, if 'interest or loyalty/fidelity' shows higher on brand personality, than job satisfaction has shown higher.
Sujets)
Humains , Androstérone , Commerce , , Satisfaction professionnelle , Corée , Repas , Restaurants , Enquêtes et questionnairesRésumé
The purpose of this study was to determine the attributes and factors of brand personality for contract foodservice management companies. Self-administered questionnaires were distributed to five students at universities operating under the top five companies in contract foodservice management. The following statistical analyses were conducted for the data assessment: descriptive analysis, t-test, ANOVA, reliability analysis, and factor analysis, using the SPSS Win(12.0) package program. From these analyses we divided a company's brand personality into the following five functional and emotional elements: sensibility, sincerity, confidence, competence, and excitement. Based on these five elements a total of 26 scales were developed to measure brand attributes of the companies. The variance was explained by 19.29% of sensibility, 17.65% of sincerity, 15.71% of confidence, 14.06% of competence, and 13.62% of excitement. The calculated Cronbach's alpha was more than .90 for all the scales measuring the five attributes, indicating good internal consistency. There were significant differences in sensibility(p<.01), sincerity(p<.001), creditability(p<.01), competence (p<.001), and excitement(p<.001) among the companies. In regards to overall brand personality, company a had a higher mean score for sincerity, while the other companies had higher mean scores for competence. Among the brand personalities, 'confidence' had the highest mean score with 3.36, followed by 'cooperation' (3.17), 'successful'(3.12), 'leadership'(3.11), and 'down-to-earth'(3.02).