Brand Personality Model of Chain Drug Stores in Chile
DOI:
https://doi.org/10.15665/dem.v16i2.1532Keywords:
Personalidad de marca, Farmacias, Rasgos de Personalidad, Chile, marcaAbstract
This research proposes a brand personality model called "Pharmacy Chains Brand Personality", this industry is relevant, since it is a fundamental pillar for society, as well as for the elaboration of new commercial strategies for consumers. A confirmatory factorial analysis has been applied. The results indicate 14 personality traits grouped into two personality dimensions; transparency and ambition. This document contributes to the brand literature and consumer behaviour, as it delivers consumer behaviour and decision-making patterns in the Chilean pharmaceutical industry.
Resumen
Esta investigación propone un modelo de personalidad de marca denominado “Pharmacy Chains Brand Personality”, esta industria es relevante, ya que es un pilar fundamental para la sociedad, como también para la elaboración de nuevas estrategias comerciales para los consumidores. Se ha aplicado un análisis factorial confirmatorio, dando como resultado la validez de 14 rasgos de personalidad agrupados en dos dimensiones de personalidad; transparencia y ambición. Este documento contribuye a la literatura de marca y conducta del consumidor, ya que entrega patrones comportamiento y de decisión de compra del consumidor en la industria farmacéutica chilena.
Resumo
Esta pesquisa propõe um modelo de personalidade da marca denominado "Personalidade da Marca das Cadeias de Farmácia", relevante para essa indústria, pois é um pilar fundamental para a sociedade, bem como para a elaboração de novas estratégias comerciais para os consumidores. Uma análise fatorial confirmatória foi aplicada. Os resultados indicam 14 traços de personalidade agrupados em duas dimensões de personalidade; transparência e ambição. Este documento contribui para a literatura de marca e comportamento do consumidor, uma vez que proporciona padrões de comportamento e tomada de decisão do consumidor na indústria farmacêutica chilena.
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