RESUMO
The Brand Personality Scale has received considerable attention and has been frequently used and cited in the branding literature. This paper describes an investigation of the psychometric characteristics of the Brand Personality Scale in a business school context where umbrella branding is used. A sample (N=262) of students attending the MBA program of a major business school in eastern USA completed the scale. Results indicate problems with the scale's dimensionality, poor reliability, convergent and nomological validity of the Ruggedness dimension, and lack of support for discriminant validity. Managerial and research implications and limitations are noted.
Assuntos
Comércio/educação , Educação Profissionalizante , Inventário de Personalidade , Inquéritos e Questionários , Adulto , Feminino , Humanos , Masculino , Psicometria/estatística & dados numéricos , Reprodutibilidade dos Testes , UniversidadesRESUMO
BACKGROUND: Thriving dental practices are excellent at providing a warm personal experience or are efficient, fast and cost-effective. Those that that attempt to do both end up being mediocre at just about everything. CONCLUSIONS: Introducing ideas from dramaturgy and service simultaneity in the services marketing literature, the authors provide a model for the conceptualization and redesign of the dental practice. PRACTICE IMPLICATIONS: Successful dental practices will be those that concentrate on low customization of activities in the back office or high customization of activities in the front office.
