Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations

Detalhes bibliográficos
Autor(a) principal: Almeida, Bárbara Inês Dias
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/136793
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
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spelling Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associationsBrandsBrand AssociationsBrand CategoryBrand IdentityBrand ImageBrand PersonalityBrand PositioningFree AssociationHuman Brand AssociationsMarketing StrategyPersonalityProjective MethodologyProjective TechniquesSymbolicUtilitarianDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThe concept of Brand Personality has been explored considerably over the years. However, previous research seems to lack integration and, most importantly, practical applicability in Marketing. Our research explores the evolution of the concept, further extending the critique on the methodology of previous studies, and the integration and redundancy of brand personality in the studies of brand associations. In a free association study performed with fifteen brands from different categories, we successfully confirm that consumers rarely make personality associations spontaneously, while they tend to create a greater number of personality associations when conditioned to do so through projective methods.Orghian, DianaRUNAlmeida, Bárbara Inês Dias2022-04-22T11:19:51Z2022-04-212022-04-21T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/136793TID:202999378enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:14:42Zoai:run.unl.pt:10362/136793Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:48:46.060304Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
title Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
spellingShingle Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
Almeida, Bárbara Inês Dias
Brands
Brand Associations
Brand Category
Brand Identity
Brand Image
Brand Personality
Brand Positioning
Free Association
Human Brand Associations
Marketing Strategy
Personality
Projective Methodology
Projective Techniques
Symbolic
Utilitarian
title_short Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
title_full Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
title_fullStr Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
title_full_unstemmed Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
title_sort Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations
author Almeida, Bárbara Inês Dias
author_facet Almeida, Bárbara Inês Dias
author_role author
dc.contributor.none.fl_str_mv Orghian, Diana
RUN
dc.contributor.author.fl_str_mv Almeida, Bárbara Inês Dias
dc.subject.por.fl_str_mv Brands
Brand Associations
Brand Category
Brand Identity
Brand Image
Brand Personality
Brand Positioning
Free Association
Human Brand Associations
Marketing Strategy
Personality
Projective Methodology
Projective Techniques
Symbolic
Utilitarian
topic Brands
Brand Associations
Brand Category
Brand Identity
Brand Image
Brand Personality
Brand Positioning
Free Association
Human Brand Associations
Marketing Strategy
Personality
Projective Methodology
Projective Techniques
Symbolic
Utilitarian
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2022
dc.date.none.fl_str_mv 2022-04-22T11:19:51Z
2022-04-21
2022-04-21T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/136793
TID:202999378
url http://hdl.handle.net/10362/136793
identifier_str_mv TID:202999378
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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