Resumen

COLMENARES, Oscar  y  SAAVEDRA TORRES, José Luis. Dimension of the Brand Personality: Case Study: Pharmacy Chains. Revista Venezolana de Gerencia [online]. 2008, vol.13, n.42, pp.220-232. ISSN 1315-9984.

The present article pursued three objectives: 1) to determine the brand personality for the pharmacy chain sector, 2) to compare the results obtained through prior research in Venezuela and 3) to validate the statements of Austin, Siguaw y Mattila (2003). The research adopted a chance non-probability sampling consisting of 295 people by applying a questionnaire through personal interviews. Data was processed analyzing reliability with Cronbach’s Alpha, generating the brand personality dimensions: Exciting (0.91), Passivity (0.81) and Sincerity (0.83). Consistency in the results allowed for validating the possibility of obtaining stable personality dimensions for a selection of products and/or small-scale services in a statistically robust manner and at the same time, confirmed that the original Aaker (1997) model cannot be generalized worldwide; however, individual national studies do represent a theoretical and methodological framework valid for determining personality in sectors and even for specific brands.

Palabras clave : Brand; brand personality; personality traits; pharmacy chains.