Abstract

ESCOBAR-FARFAN, MANUEL  and  GALLARDO CANALES, RODRIGO. BRAND PERSONALITY MODEL OF CHAIN DRUG STORES IN CHILE. Dimens.empres. [online]. 2018, vol.16, n.2, pp.73-84. ISSN 1692-8563.  https://doi.org/10.15665/dem.v16i2.1532.

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.

Keywords : Brand personality; Pharmacies; Personality Traits; brand.

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