Renato Zancan Marchetti

Brand personality dimensions in the Brazilian context

Abstract Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to a person. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitive market environment. In this study, the authors explore the dimensions of brand personality proposed by J. Aaker (1997), seeking to discover the particular evaluation dimensions of the Brazilian context. The study was conducted in exploratory stages, beginning with a preparatory stage that was carried out by professionals and academics from the fields of communication and marketing. This was followed by stages of conclusive research using an online survey with a sample of 1,302 Brazilian consumers. Two sub-samples were extracted: one calibration sample for exploratory factor analysis and a validation sample to perform confirmatory factor analysis in order to verify the convergent and discriminant validities of the final scale. Five dimensions of brand personality in Brazil were detected: credibility, joy, audacity, sophistication and sensitivity. These dimensions showed some differences in comparison with similar studies that had been carried out in other countries. The study led to a scale of 28 items for measuring brand personality and made it possible to compare competing brands in terms of brand personality. Key words : marketing; brands; brand personality.

Avaliação da satisfação do consumidor utilizando o método de equações estruturais: um modelo aplicado ao setor elétrico brasileiro

This article presents the Consumer Satisfaction Model for the Brazilian Electric Utility Industry, based on Structural Equations Method. There were used the evaluation of the Distribution Service Quality, and of the Perceived Value as Satisfaction antecedents. There was also created a latent variable representing the Global Satisfaction and it was used as the global score of each energy provider. Complementing the model, it also was inserted the loyalty construct, evaluated through some sceneries in which the consumer was exposed to some advantages and measured his intention to change to other option. The obtained results indicated a good model validity and internal consistency, as well as flexibility to measure the Satisfaction in several situations (for different companies, country regions, etc). In the same way, for the methodology replication in other Brazilian economic industries, it is allowed the performance comparison among them and with international benchmarks.