Brand personality: a theoretical approach in the Latin American international trade scenario
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Abstract
By way of reflection, this research aims to analyze the development of the theoretical proposals of the concept of brand personality that have had an impact on the Latin American international trade scenario. It is relevant to highlight that brand personality refers to the set of human characteristics associated with brands. A study was developed with a hermeneutic approach through a descriptive documentary analysis. The main results include brand personality models proposed for activities related to international trade in Latin America, such as the automotive market, food and beverages, drugstore chains, and NorthAmerican commercial subsidiaries with commercial presence in the region. It is concluded that for Latin American international trade it is relevant to build a set of brand personality dimensions and traits that favor the consolidation of branding strategies; however, it should be taken into account that
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