Resumo

SCHLESINGER DIAZ, María Walesska  e  CERVERA TAULET, Amparo. A comparative study between ideal and perceived brand personality as applied to airline companies: le cas des compagnies aériennes. Innovar [online]. 2008, vol.18, n.31, pp.61-76. ISSN 0121-5051.

Brand personality plays a decisive role as a differentiating element and positioning strategy in consumers’ minds. This work has as its general objective to compare, according to Aaker’s (1997) model in the service context, the personality of an ideal brand vs. the perceived one by the consumers, specifically in air companies in the Spanish context. A comparative study was carried out using survey data and validating the proposed model by confirmatory factorial analysis. The results indicated that the most important dimensions and traits for consumers of this type of service were those least perceived by airline company clients. It is considered advisable proposing to those responsible for decision-making in service companies that they should exploit brand personality-linked intangible attributes when planning positioning strategies, specifically regarding symbolic and emotive attributes.

Palavras-chave : Brand name personality; service; airline company; Spain.

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