Abstract

ARAYA CASTILLO, Luis  and  CAMPOS ANDAUR, Paulina. Proposed methodology on validation of models of brand personality. Perspectivas [online]. 2018, n.42, pp.33-70. ISSN 1994-3733.

The concepts of brand and personality represent a symbolic and expression attitude for consumers. The relationship between them is formalized in the brand personality theory which establishes that consumers perceive brands in dimensions that capture the personality of a person. Aaker's proposal (1997) is the main model associated with brand personality it was the first elaboration of scales for its measurement. Since then, multiple brand personality studies have been carried out being relevant to obtain measurement scales with adequate levels of content, construct (discriminant and convergent) and criteria validity. The proposed validation process has three stages: the first is a scale of measurement trying to ensure its content validity. The second uses the previously obtained data to verify that the construct has sufficient degrees of one-dimensionality; and the third stage analyzes the psychometric properties of the scale of measurement applying different indicators.

Keywords : Brand Personality; Studies; Models; Proposal; Validation.

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