期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2008
卷号：18
期号：31
页码：61-76
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：Brand personality plays a decisive role as a differentiating element and positioning strategy in consumers' minds. This work has as its general objective to compare, according to Aaker's (1997) model in the service context, the personality of an ideal brand vs. the perceived one by the consumers, specifically in air companies in the Spanish context. A comparative study was carried out using survey data and validating the proposed model by confirmatory factorial analysis. The results indicated that the most important dimensions and traits for consumers of this type of service were those least perceived by airline company clients. It is considered advisable proposing to those responsible for decision-making in service companies that they should exploit brand personality-linked intangible attributes when planning positioning strategies, specifically regarding symbolic and emotive attributes.
关键词：Brand name personality;service;airline company;Spain;Personalidad de marca;servicios;compañías aéreas;España;Personnalité de marque;services;compagnies aériennes;Espagne;Personalidade de marca;serviços;companhias aéreas;Espanha
