This research applies the brand personality theory, and with this the personality traits that users assign to the companies that opérate the public transport service in the city of Santiago de Chile. Through an exhaustive review of the literature and the application of semi-structured questionnaires, in-depth interviews and focus group meetings, the “Public Transport Brand Personality (PTBP)” model is obtained, which has adequate levels of content validity, it is multidimensional in nature, reflective type and the second order, and it is composed of the following dimensions: a) sincerity; b) controversial; c) helpful; d) conservator; e) competence; f) ambitious; g) sophisticated; and h) social.
|Translated title of the contribution||Brand personality of public transport: A proposed model|
|Number of pages||53|
|Issue number||Special Edition 25|
|Publication status||Published - 1 Jan 2019|
ASJC Scopus subject areas
- Arts and Humanities(all)
- Social Sciences(all)