The main objective of this study is to empirically measure the Ford Brand Personality in Chile, using as a framework, the five-dimension Brand Personality scale developed by Aaker (1997). The study was carried out in two mid-sized cities in the central part of Chile. The confirmatory factor analysis of the measurement model and the analysis of the structural model provide evidence that the ‘ruggedness’ dimension proposed by Aaker (1997) was not reliable, nor was it valid. Thus, it shows a weak relationship with the main construct, ‘Brand Personality’. Moreover, to achieve good measurement properties, the other four dimensions (excitement, sincerity, competence and sophistication) had to be refined up to a point where there was no problem with combining them to form one higher-order construct, namely ‘Brand Personality’. The refined scales exhibited reliability; and convergent/discriminant validity was supported. Among respondents, three segments were identified: the antagonists, the admirers and the cold-blooded. Marketing suggestions are offered for the positioning of the Ford brand in Chile.

Additional Metadata
Keywords advertising, brand, communications, corporate branding, e-communication, identity, image, intangibles, philanthropy, positioning, reputation, stakeholder
Persistent URL dx.doi.org/10.1057/palgrave.crr.1540223
Journal Corporate Reputation Review
Citation
Rojas-Mendez, J, Erenchun-Podlech, I. (Isabel), & Silva-Olave, E. (Elizabeth). (2004). The Ford Brand Personality in Chile. Corporate Reputation Review, 7(3), 232–251. doi:10.1057/palgrave.crr.1540223