Correlacin entre dimensiones de personalidad de marca y la marca emocional

摘要

The results from this study allow us to explain the relation between the two theoretical concepts of brand personality and emotional branding. Pharmacy franchises and shopping centers were used as product references. A non-accidentalprobablistic sampling was used, for a total of 554 samples gathered by means of aquestionaire administered via in-person interviews or by Internet. The data wasprocessed by applying Spearman correlation of ranges analysis to compare thefeatures of the dimensions of personality and the emotional branding references.98.5% of the correlation pairs studied showed values above a = 0.48, which represented no signi?cant association between the two variables under consideration.This leads us to the conclusion that in this case no clear relation exists betweenemotional branding and brand personality