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dc.contributor.authorAraya-Castillo L.
dc.contributor.authorRíos G.V.
dc.contributor.authorFlores Y.R.
dc.contributor.authorOradini N.B.
dc.date.accessioned2020-09-02T22:12:24Z
dc.date.available2020-09-02T22:12:24Z
dc.date.issued2019
dc.identifier.citation35, SpecialEdition25, 1416-1482
dc.identifier.issn10121587
dc.identifier.urihttps://hdl.handle.net/20.500.12728/3592
dc.descriptionThis 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 concluded that 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. © 2019, Universidad del Zulia. All rights reserved.
dc.language.isoes
dc.publisherUniversidad del Zulia
dc.subjectBrand Personality
dc.subjectContent Validity
dc.subjectModels
dc.subjectReview
dc.subjectStudies
dc.titleEvolución de los modelos de personalidad de marca [Evolution on brand personality models]
dc.typeArticle


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