Abstract

SAAVEDRA TORRES, José Luis; COLMENARES, Oscar  and  PIRELA S, José Luis. Correlation between Brand Personality and an Emotional Brand. Study of a Pharmacy Chain . Revista de Ciencias Sociales [online]. 2007, vol.13, n.2, pp.219-229. ISSN 1315-9518.

The main objective of this article is to explore whether or not a relation exists between the theoretical concept of a brand personality and an emotional brand. The product of reference was a pharmacy franchise chain. The research adopted a non-probability sampling by convenience, including 295 people. Correlational analysis of the data gathered by survey was made using Cronbach’s alpha for reliability, finding significant groups in dimensions of brand personality such as: Excitement (0.91), Sincerity (0.83) and Passivity (0.81). Next, Spearman’s range correlation analysis was performed with significance levels of 5% and 10%. Results demonstrated that 98.1% of the correlation pairs presented values higher than a=0,48. Those figures did not demonstrate any significant association among variables, which leads to a rejection of the research hypothesis and a conclusion that in the case of the selected pharmacy chains, no clear constructs exist between brand personality and an emotional framework.

Keywords : Brand; brand personality; emotional brand; personality traits.