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...

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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
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