Brand personality of Business Schools in Chile: Model proposal

This research presents the model “Business School Brand Personality” (BSBP), which fulfils all the requirements of content validity. The BSBP model is based on the brand personality model of Aaker (1997), but it adapts to the unique characteristics of business schools in Chile. In order to detect th...

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Autores:

Araya-Castillo, Luis
Escobar-Farfan, Manuel Antonio

Tipo de recurso:

Fecha de publicación:

2015

Institución:

Universidad EAFIT

Repositorio:

Repositorio EAFIT

Idioma:

spa

OAI Identifier:

oai:repository.eafit.edu.co:10784/11372

Acceso en línea:

http://hdl.handle.net/10784/11372

Palabra clave:

Brand Personality
Business Schools
Theoretical Model
Personality Traits
Chile
Personalidad de Marca
Escuelas de Negocios
Modelo Teórico
Rasgos de Personalidad
Chile

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