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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 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| ARTIGO_“Descubra Nutella” a personalidade da marca sob a ótica dos consumidores.pdf | 540,15 kB | Adobe PDF | View/Open |
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