Resumen

VILLAS BOAS MELLO, José André  y  PAIXAO RISSO FILHO, Nilton Montes. Perception on brand personality for a Local Productive Arrangement (APL) in a Brazilian city. Comuni@cción [online]. 2019, vol.10, n.1, pp.21-35. ISSN 2219-7168.  http://dx.doi.org/https://doi.org/10.33595/2226-1478.10.1.327.

This study aims to understand the personality attributes of a brand project directed to the local productive arrangement (APL) of the automotive sector located in the municipality of Nova Iguaçu in the state of Rio de Janeiro, Brazil. As for the classification of the research, this is classified as an exploratory research. The work used Aaker’s personality scale that was adapted to the Brazilian reality. In this work, such attributes were tested using the Kano model. The consumer interviewed pointed out through the questionnaire responses, in order to know which attribute of the brand arouses a higher degree of performance and customer satisfaction. The findings of this research indicate that brand personality variables are strong drivers / predictors of positive perception about the APL in question. They make it possible to focus on people as clients and to emphasize their needs and priorities, attracting and generating a more affective relationship of proximity of a collective brand of the pole that brings desired references to the businesses developed there. Through the analysis, the market potential for transmission of concepts related to credibility, design / modernity, and the quality / guarantee sensation are identified through one-dimensional concepts

Palabras clave : Brand personality; Kano Model; APL; personalidad de la marca; Modelo de Kano; APL.

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