ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1600664
Design and validation of the brand personality scale in food industries
Provisionally accepted
- Peruvian Union University, Lima, Peru
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In the competitive context in which food industries operate, the brand plays a predominant role in differentiating and establishing an emotional connection with customers. However, despite being an important factor, only some studies analyze brand personality in this context. This research aimed to develop and validate a brand personality scale, a practical tool that brands in the food sector can use to analyze the position of their brands and make correct strategic marketing decisions. An exhaustive literature review was carried out to generate an initial set of items. Based on surveys in person with 510 consumers in three cities in Ecuador, confirmatory and exploratory factor analyses were carried out to extract the relevant factors. The results show a four-dimensional structure: innovative, creative, honest, and rugged. The results obtained support the reliability and validity of the construct, which implies that brands in the food sector can use this scale to analyze the position of their brands and make correct strategic marketing decisions.
Keywords: Brand personality, food industries, Marketing, Desing and validation Clasificación JEL: M10, M3, M31
Received: 27 Mar 2025; Accepted: 07 Jul 2025.
Copyright: © 2025 Cruz-Tarrillo, Inaguazo, Rodriguez-Rosales, Tarrillo-Paredes and Paz-Vilchez. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Joel Cruz-Tarrillo, Peruvian Union University, Lima, Peru
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