Brand personality traits: the Chilean Pension Fund Administrators case

Abstract

Chilean pension fund industry is largely questioned by public; therefore it becomes essential to work on a strategy to enhance brand’s credibility and positioning. This study objective is to analyze and build a brand personality scale to identify consumer’s perception. An exploratory study aided by qualitative tools was carried out to track those brand’s personality traits not considered in Latorre, Martínez and Sotelo (2016). As a result, 38 personality traits have been evidenced in the pension fund administrators industry, some of which are specific to this industrial sector, such as transparency and ambition. This study findings come to complement the five dimensions identified by Aaker (1997) and subsequently validated by Latorre, Martínez y Sotelo (2016).