Abstract

ARAYA-CASTILLO, Luis; ETCHEBARNE, Soledad; CAMPOS-ANDAUR, Paulina  and  RIOS, Gustavo Vicencio. FIREFIGHTERS BRAND PERSONALITY: A MODEL PROPOSAL. Dimens.empres. [online]. 2019, vol.17, n.1, pp.90-114. ISSN 1692-8563.  https://doi.org/10.15665/dem.v17i1.1655.

The objective of this research is to apply the brand personality theory, and with this identify and study the personality traits that citizens assign to the Chilean Fire Companies. Through a comprehensive literature review and the application of semi-structured questionnaires, in-depth interviews and focus groups, a theoretical model of brand personality of the firemen is proposed. All these procedures comply with the requirements of content validity. It is obtained, as a result, the “Firefighter Brand Personality model (FFBP)”, which has adequate levels of content validity, is multidimensional in nature, of reflexive type and second order, and is composed by six dimensions.

Keywords : Brand Personality; Volunteer; Model; Firefighters.

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