Brand personality traits: the Chilean Pension Fund Administrators case

Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand’s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consumer’s perception. An exploratory study aided by...

Full description

Saved in:

Bibliographic Details
Published in:	RAN Vol. 3; no. 2; pp. 67 - 80
Main Authors:	Manuel Escobar Farfán, Rodrigo Gallardo, Javiera Flores Salas
Format:	Journal Article
Language:	English
Published:	Universidad de Concepción 01-12-2017
Subjects:	Brand Brand personality Pension Fund Administrators personality traits
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand’s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consumer’s perception. An exploratory study aided by qualitative tools was carried out to track those brand’s personality traits not considered in Latorre, Martínez and Sotelo (2016). As a result, 38 personality traits have been evidenced in the pension fund administrators industry, some of which are specific to this industrial sector, such as transparency and ambition. This study findings come to complement the five dimensions identified by Aaker (1997) and subsequently validated by Latorre, Martínez y Sotelo (2016).
ISSN:	0719-7713 0719-6245