Brand personality of public transport: A proposed model [Personalidad de marca del transporte público: Una propuesta de modelo]

dc.contributor.author	Ríos G.V.
dc.contributor.author	Araya-Castillo L.
dc.contributor.author	Flores Y.R.
dc.contributor.author	Oradini N.B.
dc.date.accessioned	2020-09-02T22:27:35Z
dc.date.available	2020-09-02T22:27:35Z
dc.date.issued	2019
dc.identifier.citation	35, Special Edition 25, 1716-1768
dc.identifier.issn	10121587
dc.identifier.uri	https://hdl.handle.net/20.500.12728/6129
dc.description	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. © 2019. Universidad del Zulia.
dc.language.iso	es
dc.publisher	Universidad del Zulia
dc.subject	Brand Personality
dc.subject	Chile
dc.subject	Model
dc.subject	Public Transport
dc.subject	Santiago
dc.title	Brand personality of public transport: A proposed model [Personalidad de marca del transporte público: Una propuesta de modelo]
dc.type	Article

Repositorio Académico