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Like a wave on the ocean: the fluid personality of the movimento brand

  • André Luiz Maranhão de Souza Leão
  • Thiago Ianatoni Camargo

    (Federal University of Pernambuco)

  • Rodrigo César Tavares Cavalcanti

    (Federal University of Pernambuco)

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    This article examines an increasingly common practice of companies, the effort to establish strong ties between their brands and consumers. In this examination we apply the ideas of brand personality developed by Aaker (1997), according to which the attribution of human characteristics to brands is fundamental. From this perspective, we seek to understand the ontic condition of brands, through investigation of Movimento, a leading Brazilian beachwear brand, to discover “who†Movimento is based on the characteristics that constitute its personality in the vision consumers. The investigation is an exploratory qualitative study, based on in-depth interviews scrutinized through functional discourse analysis. The results indicate fourteen categories, with two component profiles of the ontic characteristics of the brand. These findings suggest the existence of theoretical implications about the relationship between brands and consumers, as well as providing insights into brand positioning strategy.

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    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 10 (2013)
    Issue (Month): 3 (July)
    Pages: 34-52

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    Handle: RePEc:bbz:fcpbbr:v:10:y:2013:i:3:p:34-52
    Contact details of provider: Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
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    1. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
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    4. Ji Kyung Park & Deborah Roedder John, 2010. "Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?," Journal of Consumer Research, University of Chicago Press, vol. 37(4), pages 655-669, December.
    5. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 24(4), pages 343-73, March.
    6. Vanitha Swaminathan & Karen L. Page & Zeynep Grhan-Canli, 2007. ""My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 34(2), pages 248-259, 05.
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