Local combats global: simulacro de personalidad de marca para marcas de té
Palabras clave:
Brand Personality, Aaker, Tea Brands, Independent Sample t test, Sincerity, Competence, Sophistication, Excitement, Ruggedness.Resumen
La personalidad de la marca es el simulacro de los rasgos humanos utilizados para describir la personalidad de las marcas. En el ámbito del marketing, las empresas están luchando mucho para afectar su imagen de marca como persona en la mente de sus clientes. La idea detrás es que cuando un cliente perciba su marca favorita como una personalidad, desarrollará ciertas asociaciones y pertenencias para esa marca. La afinidad de los clientes con la personalidad de la marca conduce a una mayor lealtad y, en última instancia, fructífera para la empresa genérica que introdujo la marca y la personalidad de la marca para su producto. El estudio evalúa empíricamente el impacto de la personalidad de la marca en la mente de los clientes de dos famosas marcas de té de Pakistán. Ambas marcas tienen una participación casi igual en el mercado, pero una es local y la otra es global. Los datos se obtuvieron del territorio de Islamabad, Pakistán, tomando la muestra de 436 en total. Al emplear el muestreo de área, los datos se dividieron por igual en dos mitades iguales de 218 muestras respectivamente. La primera mitad de los encuestados eran usuarios de la marca local de té, mientras que la segunda mitad de los encuestados eran usuarios de la marca global de té. Se utilizó la escala Aaker de la personalidad de la marca para medir la personalidad de las marcas de té. Se utilizó una prueba t de muestra independiente para verificar la diferenciación de los clientes. Se observó que los clientes percibían las dos marcas como más resistentes y sinceras. Estas características son importantes y relevantes para que cualquier marca de té tenga éxito en el mercado. Por eso, ambas marcas comparten una participación casi igual en el mercado. Sin embargo, la marca global de té se percibe más sofisticada, competente y llena de emoción en comparación con la marca local. Por el momento, la disparidad de estas características de personalidad no está afectando la cuota de mercado de la marca local, pero se recomienda que para una competencia duradera y sostenible, la marca local también debe centrarse en las dimensiones de la personalidad de la marca de sofisticación, competencia y entusiasmo.
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Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
McCrae, R. R., & John, O. P. (1992). An introduction to the five?factor model and its applications. Journal of personality, 60(2), 175-215.
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Mishra, M., & Mohanty, S. (2013). Impact of Corporate Social Responsibility Communication on Corporate Brand Personality Assessment. IUP Journal of Management Research, 12(4).
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Müller, R.-A. (2014). Perceived brand personality of symbolic brands. Journal of Economics and Behavioral Studies, 6(7), 532-541.
Novick, M. R., & Lewis, C. (1967). Coefficient alpha and the reliability of composite measurements. Psychometrika, 32(1), 1-13.
Pakistan Bureau of Statistics. (2018). Block Wise Provisional Summary Results of 6th Population & Housing Census-2017. Islamabad, Pakistan: Pakistan Bureau of Statistics.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.
Plummer, J. T. (2000). How personality makes a difference. Journal of advertising research, 40(6), 79-83.
Santos, J. R. A. (1999). Cronbach’s alpha: A tool for assessing the reliability of scales. Journal of extension, 37(2), 1-5.
Sijtsma, K. (2009). On the use, the misuse, and the very limited usefulness of Cronbach’s alpha. Psychometrika, 74(1), 107.
Singh, D. (2013). The brand personality component of brand goodwill: some antecedents and consequences. Brand equity & advertising: Advertising's role in building strong brands, 83-96.
Smothers, N. (1993). Can products and brands have charisma. Brand equity and advertising: Advertising's role in building strong brands, 97-112.
Tong, X., Su, J., & Xu, Y. (2018). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International journal of fashion design, technology and education, 11(2), 196-209.
Tsiang, S.-C. (1989). The rationale of the mean-standard deviation analysis, skewness preference, and the demand for money Finance Constraints and the Theory of Money (pp. 221-248): Elsevier.
Ulusu, Y. (2011). MARKA ?MAJININ MARKA GÜVEN?NE ETK?S? EFFECTS OF BRAND IMAGE ON BRAND TRUST. Journal of Yasar University, 24(6), 3932-3950.
United Nations. (2018). World Urbanization Prospects 2018. New York, USA: DESA/Population Division, United Nations.
Van Rekom, J., Jacobs, G., & Verlegh, P. W. (2006). Measuring and managing the essence of a brand personality. Marketing Letters, 17(3), 181-192.
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business research, 65(7), 890-895.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
Ahluwalia, R., Stilley, K., & Swaminathan, V. (2009). When brand personality matters: the moderating role of attachment style. J. Consum. Res, 35, 985-1002.
Akin, M. (2011). Predicting consumers' behavioral intentions with perceptions of brand personality: A study in cell phone markets. International Journal of Business and Management, 6(6), 193.
Alt, M., & Griggs, S. (1988). Can a brand be cheeky? Marketing Intelligence & Planning, 6(4), 9-16.
Álvarez-Ortiz, C., & Harris, J. (2002). Assessing the structure of brand personality among global and local Mexican brands. AMA Summer Educator's Proceedings: Enhancing Knowledge Development in Marketing, 13, 263-264.
Armor, D. J. (1973). Theta reliability and factor scaling. Sociological methodology, 5, 17-50.
Avis, M. (2012). Brand personality factor based models: A critical review. Australasian Marketing Journal (AMJ), 20(1), 89-96.
Banahene, S. (2017). The impact of brand personality and students’ self-concept on brand engagement. International Journal of Business and Social Research, 7(8), 12-25.
Barrick, M. R., & Mount, M. K. (1991). The big five personality dimensions and job performance: a meta?analysis. Personnel psychology, 44(1), 1-26.
Bonett, D. G., & Wright, T. A. (2015). Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning. Journal of Organizational Behavior, 36(1), 3-15.
Caprara, G. V., Barbaranelli, C., & Guido, G. (2001). Brand personality: How to make the metaphor fit? Journal of economic psychology, 22(3), 377-395.
Carlson, B. D., & Donavan, D. T. (2013). Human brands in sport: Athlete brand personality and identification. Journal of Sport Management, 27(3), 193-206.
Colucci, M., Montaguti, E., & Lago, U. (2008). Managing brand extension via licensing: An investigation into the high-end fashion industry. International journal of research in marketing, 25(2), 129-137.
Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of applied psychology, 78(1), 98.
Das, G., Datta, B., & Guin, K. K. (2012). From brands in general to retail brands: A review and future agenda for brand personality measurement. The Marketing Review, 12(1), 91-106.
Duboff, R. S. (1986). Brands, like people, have personalities. Marketing News, 20(1), 8.
Durgee, J. F., & Stuart, R. W. (1987). Advertising symbols and brand names that best represent key product meanings. Journal of Consumer Marketing, 4(3), 15-24.
Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of brand Management, 16(5-6), 347-363.
Flint, J. (1988). A brand is like a friend. Forbes, Nov, 14(142), 11.
Freling, T. H., & Forbes, L. P. (2005). An examination of brand personality through methodological triangulation. Journal of brand Management, 13(2), 148-162.
George, J., & Anandkumar, V. (2018). Dimensions of Product Brand Personality. Vision, 22(4), 377-386.
Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International journal of research in marketing, 26(2), 97-107.
Gliem, J. A., & Gliem, R. R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales.
Goldberg, L. R. (1990). An alternative" description of personality": the big-five factor structure. Journal of personality and social psychology, 59(6), 1216.
Gosling, S. D., Rentfrow, P. J., & Swann Jr, W. B. (2003). A very brief measure of the Big-Five personality domains. Journal of Research in personality, 37(6), 504-528.
Guido, G., & Peluso, A. M. (2015). Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty. Journal of brand Management, 22(1), 1-19.
Heine, K. (2009). Using personal and online repertory grid methods for the development of a luxury brand personality. Electronic Journal of Business Research Methods, 7(1).
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business research, 59(5), 638-642.
Kim, C. K., Han, D., & Park, S. B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese psychological research, 43(4), 195-206.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610.
Lin, L.-Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17.
Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114-130.
Luffarelli, J., Stamatogiannakis, A., & Yang, H. (2019). The visual asymmetry effect: An interplay of logo design and brand personality on brand equity. Journal of marketing research, 56(1), 89-103.
Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands matter: An empirical demonstration of the creation of shareholder value through branding. Journal of the Academy of Marketing Science, 34(2), 224-235.
Maehle, N., Otnes, C., & Supphellen, M. (2011). Consumers' perceptions of the dimensions of brand personality. Journal of Consumer behaviour, 10(5), 290-303.
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of marketing, 75(4), 35-52.
McCrae, R. R., & John, O. P. (1992). An introduction to the five?factor model and its applications. Journal of personality, 60(2), 175-215.
Milas, G., & Mla?i?, B. (2007). Brand personality and human personality: Findings from ratings of familiar Croatian brands. Journal of Business research, 60(6), 620-626.
Mishra, M., & Mohanty, S. (2013). Impact of Corporate Social Responsibility Communication on Corporate Brand Personality Assessment. IUP Journal of Management Research, 12(4).
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C.-H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning, 35(2), 166-179.
Müller, R.-A. (2014). Perceived brand personality of symbolic brands. Journal of Economics and Behavioral Studies, 6(7), 532-541.
Novick, M. R., & Lewis, C. (1967). Coefficient alpha and the reliability of composite measurements. Psychometrika, 32(1), 1-13.
Pakistan Bureau of Statistics. (2018). Block Wise Provisional Summary Results of 6th Population & Housing Census-2017. Islamabad, Pakistan: Pakistan Bureau of Statistics.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of marketing, 50(4), 135-145.
Plummer, J. T. (2000). How personality makes a difference. Journal of advertising research, 40(6), 79-83.
Santos, J. R. A. (1999). Cronbach’s alpha: A tool for assessing the reliability of scales. Journal of extension, 37(2), 1-5.
Sijtsma, K. (2009). On the use, the misuse, and the very limited usefulness of Cronbach’s alpha. Psychometrika, 74(1), 107.
Singh, D. (2013). The brand personality component of brand goodwill: some antecedents and consequences. Brand equity & advertising: Advertising's role in building strong brands, 83-96.
Smothers, N. (1993). Can products and brands have charisma. Brand equity and advertising: Advertising's role in building strong brands, 97-112.
Tong, X., Su, J., & Xu, Y. (2018). Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands. International journal of fashion design, technology and education, 11(2), 196-209.
Tsiang, S.-C. (1989). The rationale of the mean-standard deviation analysis, skewness preference, and the demand for money Finance Constraints and the Theory of Money (pp. 221-248): Elsevier.
Ulusu, Y. (2011). MARKA ?MAJININ MARKA GÜVEN?NE ETK?S? EFFECTS OF BRAND IMAGE ON BRAND TRUST. Journal of Yasar University, 24(6), 3932-3950.
United Nations. (2018). World Urbanization Prospects 2018. New York, USA: DESA/Population Division, United Nations.
Van Rekom, J., Jacobs, G., & Verlegh, P. W. (2006). Measuring and managing the essence of a brand personality. Marketing Letters, 17(3), 181-192.
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business research, 65(7), 890-895.
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2019-10-11
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Sajjad, D. M., ., O., Chani, M. I., Tahir, M. S., & Tariq, B. (2019). Local combats global: simulacro de personalidad de marca para marcas de té. Amazonia Investiga, 8(23), 203–212. Recuperado a partir de https://amazoniainvestiga.info/index.php/amazonia/article/view/867
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