Estudio de la imagen de marca empleando la escala del carácter corporativo de Davies: un caso en la Argentina

Abstract

Purpose: The main objective of this study is to achieve an empirical measurement of Yagmour’s brand image, an Argentine firm, using the Corporate Character Scale (or corporate personality scale) developed by Davies et al. (2004). Among respondents, it’s planned to identify consumer segments based on the Corporative Character Scale dimensions. Design/methodology/approach: Data were obtained from an on-line customer survey to 657 women who reside in the city of Buenos Aires and the suburbs (“Great Buenos Aires”). For the data analysis and personality scale redefinition, Structural Equation Modeling or SEM was used. By means of cluster and discriminant analysis the women surveyed (active customer of the brand) were segmented according to their personality perceptions of the brand. Findings: In order to achieve good measurement properties, only three of the seven proposed scale dimensions remained and these had to be refined so as to achieve reliability and convergent/discriminant validity. Among respondents, three female segments were clearly identified: the distant, the enthusiasts and the apathetic. Originality/value: While the study of corporate brand personality using factorial scales —such the ones developed by Aaker (1997) or Davies et al. (2004)— covered a wide range of products and services in different countries, the main value of the current investigation is to become a leading consumer research for the corporate brand personality field in Argentina.