Perception and Desired Brand Personality in Organizations that Internationalize Services: The Case of the Colombian Business Environment

Campo Elias Lopez-Rodriguez, Gerson Jaquin Cristancho-Triana and Jenny Liliana Amaya-Tellez

European Research Studies Journal, 2020, vol. XXIII, issue 3, 581-597

Abstract: Purpose: The main aim of this research is to study the desired brand perception and how are the dimensions and features of the brand personality model associated in companies that internationalize services in the city of Bogotá, Colombia. Design/Methodology/Approach: We explored the desired brand perception from the semantic networks technique and associated the features in the brand personality model proposed by Aaker with size and time on the market for the organizations that internationalize services through Pearson’s correlation coefficients and Spearman’s Rho. Findings: Results allowed to acknowledge how the experience, service, reliability, quality and innovation are the most relevant distinct aspects that the entrepreneurs want their customers to relate to their brand. Practical Implications: No associations were found between the size or the time in the market of these studied companies with the dimensions of brand personality proposed by Aaker. Originality/Value: Original research.

Keywords: Brand personality; brand perception; desired value; branding; internationalization. (search for similar items in EconPapers)
JEL-codes: M14 M31 M37 M39 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.ersj.eu/journal/1656/download (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxiii:y:2020:i:3:p:581-597

Access Statistics for this article

More articles in European Research Studies Journal from European Research Studies Journal
Bibliographic data for series maintained by Marios Agiomavritis ().