Brand personality traits: the Chilean Pension Fund Administrators case
Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand’s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consumer’s perception. An exploratory study aided by...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Concepción
2017-12-01
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| Series: | RAN |
| Subjects: | |
| Online Access: | http://ran.udec.cl/ojs/index.php/ran/article/view/53/90 |