Pilot model for a practical study of brand personality in the mobile phone sector in Colombia
Abstract
This research is focused on applying a pilot approach to brand personality based on consumer perception in three mobile brands. It was developed in two phases, one qualitative exploratory and the second quantitative, in this way a list of 29 personality traits was obtained to be used in the quantitative stage through a survey. Dimensions were identified, product of the exploratory factorial analysis in each brand, some personality traits are present in the three brands. For dimension one, the Samsung and Huawei brands present similar values in the “carefree” and “modest” traits. For dimension two, the Huawei brand presents lower average values than Samsung, while the iPhone brand obtains higher average values than its competitor values in the compared variables, it is noticeable that Samsung is more similar to the "intelligence" trait compared to iPhone and for dimension three, the Huawei brand presents lower average values than Samsung, while the iPhone brand obtains higher average values, although it resembles Samsung in all three traits. It is concluded that the pilot model presented here differs from Aaker's by presenting 21 different traits for this category.
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