Local combats global: simulação de personalidade de marca para marcas de té
Palavras-chave:
Brand Personality, Aaker, Tea Brands, Independent Sample t test, Sincerity, Competence, Sophistication, Excitement, Ruggedness.Resumo
Personalidade da marca é o simulacro das características humanas usadas para descrever a personalidade das marcas. Na arena do marketing, as empresas estão se esforçando bastante para impingir sua imagem de marca como uma pessoa nas mentes de seus clientes. A idéia por trás disso é que, quando um cliente percebe sua marca favorita como uma personalidade, ele desenvolve certas associações e pertencimento a essa marca. Os clientes, mais afinidade com a personalidade da marca, levam a mais lealdade e, finalmente, frutíferos para a empresa genérica que introduziu a marca e a personalidade da marca em seu produto. O estudo avalia empiricamente o impacto da personalidade da marca na mente dos clientes para duas famosas marcas de chá do Paquistão. Ambas as marcas têm participação quase igual no mercado, mas uma é local e a outra é global. Os dados foram coletados no território de Islamabad, Paquistão, levando a amostra de 436 no total. Empregando a amostragem de área, os dados foram igualmente divididos em duas metades iguais de 218 amostras, respectivamente. A primeira metade dos entrevistados era usuário da marca local de chá, enquanto a segunda metade dos respondentes era usuário da marca global de chá. Uma escala de personalidade da marca Aaker foi empregada para medir a personalidade das marcas de chá. Um teste t de amostra independente foi utilizado para verificar a diferenciação dos clientes. Observou-se que os clientes percebiam as duas marcas como mais robustas e sinceras. Essas características são importantes e relevantes para que qualquer marca de chá seja bem-sucedida no mercado. Por isso, ambas as marcas estão compartilhando uma participação quase igual no mercado. No entanto, a marca global de chá é percebida como mais sofisticada, competente e cheia de emoção em comparação com a marca local. No momento, a disparidade dessas características de personalidade não afeta a participação de mercado da marca local, mas é recomendável que, para uma competição duradoura e de sustentabilidade, a marca local também se concentre nas dimensões da personalidade da marca, como sofisticação, competência e entusiasmo.
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Referências
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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.
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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Publicado
2019-10-11
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Sajjad, D. M., ., O., Chani, M. I., Tahir, M. S., & Tariq, B. (2019). Local combats global: simulação de personalidade de marca para marcas de té. Amazonia Investiga, 8(23), 203–212. Recuperado de https://amazoniainvestiga.info/index.php/amazonia/article/view/867
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