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 a person. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitive market 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 was conducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals and academics from the fields of communication and marketing. This was followed by stages of conclusive research using an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: one calibration sample for exploratory factor analysis and a validation sample to perform confirmatory factor analysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brand personality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensions showed some differences in comparison with similar studies that had been carried out in other countries. The study led to a scale of 28 items for measuring brand personality and made it possible to compare competing brands in terms of brand personality.