The Brand Personality of the Portuguese Retail Sector Validating Aaker’s brand personality scale

• Autor(a) principal: Murta de Oliveira, Matheus Feliciano
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/30296
• topic: Brand; brand personality; brand equity; retail sector; brand personification; Aaker

In this project, brand personality is studied as a brand construct applied to a specific economic area, the Portuguese retail sector. By considering Aaker’s original brand personality scale as its main basis and applying it to the sector, brand personality gets a new meaning through the consumers of the brands that were selected as a representative sample of the universe of the sector. This new meaning is then a result of test of the original scale perceived by the consumers when it comes to the retail sector in Portugal, which then defines what are the dimensions of this original scale are valid to represent the sector, and then resulting into a unique brand personality scale structure exclusive for it. By applying quantitative and qualitative methodologies (Likert five point scale questionnaire and Exploratory Factor Analysis respectively) it was possible to reach the conclusion that three dimensions from Aaker’s original BPS best represent the factor (Sincerity, Excitement and Competence) while the remaining two could not (Sophistication and Ruggedness), although not all the traits within those dimensions were applied for the sector, thus the conclusion was a result for the traits that reached closest. Since then, a new BPS was achieved then for the sector, combining four dimensions and 21 traits derived from Aaker’s original BPS.