PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”

Detalhes bibliográficos
Autor(a) principal: Maranhão de Souza Leão, André Luiz
Data de Publicação: 2014
Outros Autores: Ianatoni Camargo, Thiago, César, Rodrigo
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/42911
Resumo: More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.
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spelling PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”PIMIENTA EN LOS OJOS DE LOS DEMÁS ES... CHILLI BEANS! LA PERSONALIDAD DE LA MARCA A LOS "OJOS" DE LOS CONSUMIDORESPIMENTA NOS OLHOS DOS OUTROS É... CHILLI BEANS! A PERSONALIDADE DA MARCA AOS “OLHOS” DOS CONSUMIDORESBrand personalityQualitative researchDiscourse analysisChilli BeansBranding.Personalidad de la marcala investigación cualitativaanálisis de discursoChilli BeansBranding.Personalidade de marcaPesquisa qualitativaAnálise de discursoChilli BeansBranding.More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.Cada vez más las organizaciones buscan establecer vínculos entre sus marcas y los consumidores como una estrategia para crear valor con el fin de establecer intercambios. En el ámbito académico, este problema aparece en los estudios que se encuentran en la intersección entre las áreas de branding y marketing relacional. Para este fin, la personalidad de la marca, que se refiere a la atribución de características humanas a esta, se presenta como un concepto primordial en el fomento de este enlace. Este estudio investiga la percepción del consumidor de Chilli Beans, el mayor vendedor de gafas de sol de América Latina, sobre la marca. Por lo tanto, el objetivo de esta investigación fue identificar y evaluar las características humanas que componen la personalidad de la marca Chilli Beans desde la perspectiva de sus clientes. La investigación se caracteriza como un estudio cualitativo exploratorio realizado a través de entrevistas en profundidad y analizados mediante análisis de discurso funcional. Nuestros hallazgos indican trece categorías que, en sus relaciones, nos ha llevado a identificar tres perfiles que componen las características de la marca. Se consideran las implicaciones teóricas y prácticas, así como direcciones para investigaciones futuras.Cada vez mais as organizações buscam estabelecer vínculos entre suas marcas e os consumidores como estratégia para construção de valor de modo a estabelecer trocas. Na academia, esta questão aparece em estudos que se localizam na interseção entre as áreas de branding e de marketing de relacionamento. Neste intuito, a personalidade de marca, referente à atribuição de características humanas à mesma, se apresenta como uma noção primordial no fomento a esse elo. O presente estudo investiga a percepção dos consumidores da Chilli Beans, maior vendedora de óculos escuros da América Latina, sobre a marca. Desta forma, o objetivo desta pesquisa foi identificar e avaliar as características humanas que compõem a personalidade da marca Chilli Beans sob a ótica de seus consumidores. A investigação se caracteriza como um estudo qualitativo exploratório, realizado por meio de entrevistas em profundidade e analisadas mediante a análise de discurso funcional. Nossos achados indicam treze categorias que, em suas relações, nos levaram à identificação de três perfis que compõem as características ônticas da marca. Implicações teóricas e práticas, bem como indicações de futuras pesquisas são consideradas. Universidade Federal do Rio Grande do Sul2014-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionarticleartículoAvaliado pelos paresartigoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/42911Electronic Review of Administration; Vol. 20 No. 3 (2014): EDIÇÃO 79 - SET/DEZ 2014; 773-792Revista Electrónica de Administración; Vol. 20 Núm. 3 (2014): EDIÇÃO 79 - SET/DEZ 2014; 773-792Revista Eletrônica de Administração; v. 20 n. 3 (2014): EDIÇÃO 79 - SET/DEZ 2014; 773-7921413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/42911/32035Maranhão de Souza Leão, André LuizIanatoni Camargo, ThiagoCésar, Rodrigoinfo:eu-repo/semantics/openAccess2014-12-02T12:43:17Zoai:seer.ufrgs.br:article/42911Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2014-12-02T12:43:17REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
PIMIENTA EN LOS OJOS DE LOS DEMÁS ES... CHILLI BEANS! LA PERSONALIDAD DE LA MARCA A LOS "OJOS" DE LOS CONSUMIDORES
PIMENTA NOS OLHOS DOS OUTROS É... CHILLI BEANS! A PERSONALIDADE DA MARCA AOS “OLHOS” DOS CONSUMIDORES
title PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
spellingShingle PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
Maranhão de Souza Leão, André Luiz
Brand personality
Qualitative research
Discourse analysis
Chilli Beans
Branding.
Personalidad de la marca
la investigación cualitativa
análisis de discurso
Chilli Beans
Branding.
Personalidade de marca
Pesquisa qualitativa
Análise de discurso
Chilli Beans
Branding.
title_short PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
title_full PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
title_fullStr PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
title_full_unstemmed PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
title_sort PEPPER IN OTHER’S EYES IS... CHILLI BEANS! BRAND PERSONALITY AT CONSUMERS “EYES”
author Maranhão de Souza Leão, André Luiz
author_facet Maranhão de Souza Leão, André Luiz
Ianatoni Camargo, Thiago
César, Rodrigo
author_role author
author2 Ianatoni Camargo, Thiago
César, Rodrigo
author2_role author
author
dc.contributor.author.fl_str_mv Maranhão de Souza Leão, André Luiz
Ianatoni Camargo, Thiago
César, Rodrigo
dc.subject.por.fl_str_mv Brand personality
Qualitative research
Discourse analysis
Chilli Beans
Branding.
Personalidad de la marca
la investigación cualitativa
análisis de discurso
Chilli Beans
Branding.
Personalidade de marca
Pesquisa qualitativa
Análise de discurso
Chilli Beans
Branding.
topic Brand personality
Qualitative research
Discourse analysis
Chilli Beans
Branding.
Personalidad de la marca
la investigación cualitativa
análisis de discurso
Chilli Beans
Branding.
Personalidade de marca
Pesquisa qualitativa
Análise de discurso
Chilli Beans
Branding.
description More and more organizations seek to establish links between their brands and consumers as value construction strategy in pursuit to establish exchanges. Within the academy, this point appears in studies located at the intersection between branding and relationship marketing. To this end, brand personality, referred to the assignment of human characteristics to it, serves as a primary notion in foresting this link. Present study investigates the perception of Chilli Beans’ consumers, the Latin America’s sunglasses largest seller, about the brand. Thou, the objective of this research was to identify and evaluate human characteristics that make up Chilli Beans’ personality based on its consumers’ perspective. The research is characterized as an exploratory qualitative study, conducted through in depth interviews and analyzed using functional discourse analysis. Our findings indicate thirteen categories that, in their relations, propitiated us to identify three profiles that make up the brand ontic characteristics. Theoretical and practical implications, as well as directions for future research, are considered.
publishDate 2014
dc.date.none.fl_str_mv 2014-10-01
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
article
artículo
Avaliado pelos pares
artigo
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42911
url https://seer.ufrgs.br/index.php/read/article/view/42911
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/42911/32035
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.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 20 No. 3 (2014): EDIÇÃO 79 - SET/DEZ 2014; 773-792
Revista Electrónica de Administración; Vol. 20 Núm. 3 (2014): EDIÇÃO 79 - SET/DEZ 2014; 773-792
Revista Eletrônica de Administração; v. 20 n. 3 (2014): EDIÇÃO 79 - SET/DEZ 2014; 773-792
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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