Personalidad de marca del transporte público: Una propuesta de modelo

Translated title of the contribution: Brand personality of public transport: A proposed model

Gustavo Vicencio Ríos, Luis Araya-Castillo, Yuracid Rivera Flores, Nicolás Barrientos Oradini

Research output: Contribution to journalArticlepeer-review

Abstract

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 contributionBrand personality of public transport: A proposed model
Original languageSpanish
Pages (from-to)1716-1768
Number of pages53
JournalOpcion
Volume35
Issue numberSpecial Edition 25
Publication statusPublished - 1 Jan 2019

ASJC Scopus subject areas

  • Arts and Humanities(all)
  • Social Sciences(all)

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