Brand Personality Dimensions in Mexico

The Aaker (1997) model, which permits the association of human characteristics with certain brand attributes, has been widely used in academic circles. The purpose of this research is to identify brand personality dimensions in Mexico and the features of each, and compare them to dimensions obtained in the United States and Chile. The study worked with a sample of 360 people, 18 years of age or older; a convenience questionnaire was self-administered in colonies located in 16 delegations of the Federal District and five municipalities of the State of Mexico. In the case of Mexico, the study identified six dimensions, which were tested using the Cron- bach Alpha method. These dimensions are: competence (0.9337), sophistication (0.9175), sincerity (0.9031), enthusiasm (0.9006), spontaneity (0.9123) and rudeness (0.7446). Overall, the results of the present study are quite consistent with the original study by Aaker (1997). Nevertheless, the main difference consists in the appearance of a sixth dimension, spontaneity. This result is similar to the Chilean case (Olavarrieta, 2004) that reported the tradition dimension, which could indicate the influence of cultural aspects.