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...
- 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
- Rights
- License
- Copyright (c) 2015 AD-minister
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| dc.title.eng.fl_str_mv |
Brand personality of Business Schools in Chile: Model proposal |
| dc.title.spa.fl_str_mv |
Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo |
| title |
Brand personality of Business Schools in Chile: Model proposal |
| spellingShingle |
Brand personality of Business Schools in Chile: Model proposal 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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Brand personality of Business Schools in Chile: Model proposal |
| title_full |
Brand personality of Business Schools in Chile: Model proposal |
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Brand personality of Business Schools in Chile: Model proposal |
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Brand personality of Business Schools in Chile: Model proposal |
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Brand personality of Business Schools in Chile: Model proposal |
| dc.creator.fl_str_mv |
Araya-Castillo, Luis Escobar-Farfan, Manuel Antonio |
| dc.contributor.author.none.fl_str_mv |
Araya-Castillo, Luis Escobar-Farfan, Manuel Antonio |
| dc.subject.keyword.eng.fl_str_mv |
Brand Personality Business Schools Theoretical Model Personality Traits Chile |
| topic |
Brand Personality Business Schools Theoretical Model Personality Traits Chile Personalidad de Marca Escuelas de Negocios Modelo Teórico Rasgos de Personalidad Chile |
| dc.subject.keyword.spa.fl_str_mv |
Personalidad de Marca Escuelas de Negocios Modelo Teórico Rasgos de Personalidad Chile |
| description |
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 the dimensions of the BSBP model, an exhaustive literature review was performed, semi-structured questionnaires, as well as interviews and focus groups for students were applied, and expert opinions were seeked. The participation of undergraduate and postgraduate students was taken into account, therefore the proposed model applies to business schools as a whole, and not to a particular type of students. As a result, the BSBP was proved to be multidimensional and 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. Consequently, the proposed model can be used as a first approximation for research taking place focusing on higher education sectors in other countries |
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2015 |
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2015-11-30 |
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2017-05-03T14:49:43Z |
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2017-05-03T14:49:43Z |
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2015-11-30 |
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http://hdl.handle.net/10784/11372 |
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10.17230/ad-minister.27.3 |
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2256-4322 1692-0279 10.17230/ad-minister.27.3 |
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http://hdl.handle.net/10784/11372 |
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spa |
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Copyright (c) 2015 AD-minister |
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AD-minister; No 27 (2015); 53-73 |
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2015-11-302017-05-03T14:49:43Z2015-11-302017-05-03T14:49:43Z2256-43221692-0279http://hdl.handle.net/10784/1137210.17230/ad-minister.27.3This 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 the dimensions of the BSBP model, an exhaustive literature review was performed, semi-structured questionnaires, as well as interviews and focus groups for students were applied, and expert opinions were seeked. The participation of undergraduate and postgraduate students was taken into account, therefore the proposed model applies to business schools as a whole, and not to a particular type of students. As a result, the BSBP was proved to be multidimensional and 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. Consequently, the proposed model can be used as a first approximation for research taking place focusing on higher education sectors in other countriesEn este artículo se propone el modelo “Business School Brand Personality” (BSBP), el cual cumple con todos los requisitos de la validez de contenido. Este modelo considera como base el modelo de personalidad de marca de Jennifer Aaker, pero se adapta a las características propias de las escuelas de negocios en Chile. Para detectar las dimensiones del modelo BSBP se realizó una exhaustiva revisión de la literatura, se aplicaron cuestionarios semiestructurados, entrevistas y focus groups a estudiantes (de pregrado y posgrado), y se solicitó la opinión de expertos. Se consideró la participación de los estudiantes de pregrado y posgrado, por cuanto el modelo propuesto es para las escuelas de negocios en su conjunto, y no para un tipo particular de estudiante. Como resultado, se concluye que el constructo BSBP es de naturaleza multidimensional y está compuesto por las dimensiones: a) competencia, b) innovación, c) sinceridad, d) entusiasmo, e) rudeza, f) elitistas, g) ambición, y h) social. Los resultados aportan a la literatura, ya que es el primer modelo que se presenta para las escuelas de negocios. Dado esto, el modelo propuesto se puede utilizar como una primera aproximación en investigaciones que se desarrollen en sectores de educación superior de otros países.application/pdftext/htmlspaUniversidad EAFIThttp://publicaciones.eafit.edu.co/index.php/administer/article/view/2919http://publicaciones.eafit.edu.co/index.php/administer/article/view/2919Copyright (c) 2015 AD-ministerAcceso abiertohttp://purl.org/coar/access_right/c_abf2instname:Universidad EAFITreponame:Repositorio Institucional Universidad EAFITAD-minister; No 27 (2015); 53-73Brand personality of Business Schools in Chile: Model proposalPersonalidad de marca de las escuelas de negocios en Chile: Propuesta de modeloinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionarticlepublishedVersionArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Brand PersonalityBusiness SchoolsTheoretical ModelPersonality TraitsChilePersonalidad de MarcaEscuelas de NegociosModelo TeóricoRasgos de PersonalidadChileAraya-Castillo, LuisEscobar-Farfan, Manuel AntonioAD-minister275373AD-ministerTHUMBNAILminiatura-administer.jpgminiatura-administer.jpgimage/jpeg8755https://repository.eafit.edu.co/bitstreams/c5b6c6c5-b46d-43e2-9df0-a6acbb51e9b0/download87c28d32b620f3408b1c70a3c505fbd8MD51ORIGINALBrand personality of Business Schools in Chile Model proposal.pdfBrand personality of Business Schools in Chile Model proposal.pdfTexto completo PDFapplication/pdf281674https://repository.eafit.edu.co/bitstreams/2621346e-5da3-4f3d-b91c-d0f6b0e4dd49/download2ee171c80277a1d4a320979e1927d9b3MD52articulo.htmlarticulo.htmlTexto completo HTMLtext/html374https://repository.eafit.edu.co/bitstreams/a37e9658-e54d-4a4c-8a85-bc35893c32f6/downloade1964f67bfd9caaff5671be8ac268d3bMD5310784/11372oai:repository.eafit.edu.co:10784/113722019-12-04 10:22:52.788open.accesshttps://repository.eafit.edu.coRepositorio Institucional Universidad EAFITrepositorio@eafit.edu.co |