Please use this identifier to cite or link to this item: http://repositorio.ufla.br/jspui/handle/1/46563
Title: “Descubra Nutella”: a personalidade da marca sob a ótica dos consumidores
Other Titles: "Discover Nutella": the brand personality under consumer optics
“Descubra Nutella": la personalidad de la marca bajo la óstica de los consumidores
Keywords: Personalidade da marca
Personalidade percebida
Personalidade desejada
Consumidores
Brand personality
Perceived Personality
Desired personality
Consumers
Issue Date: 2019
Publisher: Unisul - Universidade do Sul de Santa Catarina
Citation: FERREIRA, A. C.; ARANTES, R. de C.; REZENDE, D. C. de. “Descubra Nutella”: a personalidade da marca sob a ótica dos consumidores. Revista Eletrônica de Estratégia & Negócios, Florianópolis, v. 12, n. 2, p. 228-249, mai./ago. 2019. DOI: 10.19177/reen.v12e22019228-249.
Abstract: The objective of this work is to understand the perception of consumers as to the personality of the Nutella brand, establishing a relation between the perceived personality and the desired personality. A questionnaire composed of the five personality dimensions of the brand was used, totaling 316 valid questionnaires. The data were submitted to paired t-test and cluster analysis. It was also carried out the collection of official information, made available by the Nutella brand, studied by content analysis. As a result, the Credibility and Sophistication dimensions best describe the personality of the Nutella brand. The personality desired by the brand touches the dimensions "Credibility, Sophistication and Fun".
URI: http://repositorio.ufla.br/jspui/handle/1/46563
Appears in Collections:DAE - Artigos publicados em periódicos

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