Acceso usuarios
Luis Araya Castillo, Yuracid Rivera Flores, Gustavo Vicencio Ríos, Nicolás Barrientos Oradini
La presente investigación revisa los estudios que proponen y/o validan modelos de personalidad de marca, reportartados en la literatura en el periodo 1997-2018. Se revisan 109 estudios (incluida la escala original de AAKER). Se concluye que la mayor parte de éstos adaptan (72) o replican (15) el modelo de AAKER (1997). Asimismo, estos estudios son aplicados principalmente en el sector privado (73)y en la región de América (57). Finalmente, en orden de importancia, las dimensiones de AAKER (1997) que tienen mayor presencia en la literatura son: emocionalidad, sinceridad, competencia, sofisticación y rudeza. Esta revisión se diferencia de otras existentes en el número de estudios y periodo de tiempo considerado, lo cual la dota de mayores niveles de confianza.
This research reviews studies that proposes and / or validates brand personality models, and that are reported in the literature in the period 1997-2018. 109 studies were reviewed (including the original scale of AAKER), and because of this, it is concludedthat most of them adapt (72), or replicate (15) the model of AAKER (1997). It is also obtained that these studies are mainly applied in the private sector (73) and in the region of the Americas (57). Finally, in order of importance, the dimensions of AAKER (1997) that have a greater presence in the literature are: emotionality, sincerity, competence, sophistication and rudeness. This review differs from other existing ones, in the number of studies and in the period of time considered, which gives it higher levels of confidence
