DIMENSIONS OF BRAND PERSONALITY IN MEXICO

María de la Paz Toldos Romero

Global Journal of Business Research, 2012, vol. 6, issue 5, 35-47

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.

Keywords: Brand personality; gender differences; product category; personality traits (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (3)

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