Personalidad de marca del transporte público: Una propuesta de modelo

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

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 journal › Article › peer-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 contribution	Brand personality of public transport: A proposed model
Original language	Spanish
Pages (from-to)	1716-1768
Number of pages	53
Journal	Opcion
Volume	35
Issue number	Special Edition 25
State	Published - 2019
Externally published	Yes

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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title = "Personalidad de marca del transporte p{\'u}blico: Una propuesta de modelo",

abstract = "This research applies the brand personality theory, and with this the personality traits that users assign to the companies that op{\'e}rate 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.",

keywords = "Brand Personality, Chile, Model, Public Transport, Santiago",

author = "R{\'i}os, \{Gustavo Vicencio\} and Luis Araya-Castillo and Flores, \{Yuracid Rivera\} and Oradini, \{Nicol{\'a}s Barrientos\}",

note = "Publisher Copyright: {\textcopyright} 2019. Universidad del Zulia.",

year = "2019",

language = "Spanish",

volume = "35",

pages = "1716--1768",

journal = "Opcion",

issn = "1012-1587",

publisher = "Universidad del Zulia",

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}

TY - JOUR

T1 - Personalidad de marca del transporte público

T2 - Una propuesta de modelo

AU - Ríos, Gustavo Vicencio

AU - Araya-Castillo, Luis

AU - Flores, Yuracid Rivera

AU - Oradini, Nicolás Barrientos

PY - 2019

Y1 - 2019

N2 - 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.

AB - 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.

KW - Brand Personality

KW - Chile

KW - Model

KW - Public Transport

KW - Santiago

UR - https://www.scopus.com/pages/publications/85086331804

M3 - Article

AN - SCOPUS:85086331804

SN - 1012-1587

VL - 35

SP - 1716

EP - 1768

JO - Opcion

JF - Opcion

IS - Special Edition 25

ER -

Personalidad de marca del transporte público: Una propuesta de modelo

Abstract

UN SDGs

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