Abstract

ARAYA-CASTILLO, Luis  and  ESCOBAR-FARFAN, Manuel Antonio. Brand personality of Business Schools in ChileModel proposal. AD-minister [online]. 2015, n.27, pp.53-73. ISSN 1692-0279.  https://doi.org/10.17230/ad-minister.27.3.

This research proposes the model ''Business School Brand Personality'' (BSBP), which fulfils all the requirements of content validity. The model BSBP considers as a base the brand personality model of Aaker (1997), but adapts it to the unique characteristics of business schools. In order to detect the dimensions of the BSBP model an exhaustive literature revision was done, semi-structured questionnaires, as well as interviews and focus groups for students were applied, and export opinion was solicited. The participation of undergraduate and graduate students were considered, because the proposed model for business schools as a group, thus was not a particular type of student. As a result, the BSBP was determined to be multidimensional, and is composed of the following dimensions: a) competition, b) innovation, c) sincerity, d) enthusiasm, e) rudeness, f) elitist, g) ambition, and h) social. The results contribute to the literature, because it is the first model proposed for business schools. Given this, the proposed model can be used as a first approximation in research taking place in higher education sectors in other countries.

Keywords : Brand Personality; Business Schools; Theoretical Model; Personality Traits; Chile.

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