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Dimensions Of Brand Personality In Mexico

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  • María de la Paz Toldos Romero

Abstract

The principal objective of this study was to develop an exploratory investigation of the dimensions of brand personality in Mexico. Furthermore, the brand personality dimensions were compared to study the differences between males and females. An estimated 400 undergraduate students participated. They were given a questionnaire to measure brand personality divided into two sessions (six brands of think products in one session and six brands of feel products in another session). However, not all the students attended class on both days, so some completed only one of the two sessions. In the end, 313 participants completed the questionnaire on the six brands of think products and 320 completed the questionnaire on the six brands of feel products. A total of seven factors were extracted from the brand personality scale: Success, Hipness/Vivacity, Sophistication, Sincerity, Domesticity/Emotionality, Ruggedness and Professionalism. The women rated the brands higher for Success and Hipness/Vivacity, while the men rated the brands higher for Domesticity/Emotionality, Ruggedness and Professionalism. The author discusses the implications of the research for marketing practice and the meaning of these brand personality dimensions in the Mexican cultural context.

Suggested Citation

  • María de la Paz Toldos Romero, 2012. "Dimensions Of Brand Personality In Mexico," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(5), pages 35-47.
    • Handle: RePEc:ibf:gjbres:v:6:y:2012:i:5:p:35-47
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    References listed on IDEAS

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    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    3. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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    Cited by:

    1. Muhamad Izzuddin Bin-Zainudin & Al-Amirul Eimer Bin-Ramdzan-Ali & Ahmad Syahmi Ahmad-Fadzil & Mohammad Fahmi Sarin & Nur Ain-Syazmeen Binti-Ahmad-Zaki & Abdul Kadir Othman & Faridah Haji Hassan, 2018. "Halal Brand Personality and Brand Loyalty among Millenials Modest Fashion Consumers in Malaysia: A Conceptual Paper," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 8(11), pages 985-994, November.
    2. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    3. Ahmet Tan & Emre Çolakoglu & Emre Öztosun, 2016. "The Relation between Consumer and Brand Personality: Example of yemeksepeti.com," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 1-15, December.

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    More about this item

    Keywords

    Brand personality; gender differences; product category; personality traits;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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