PERSONALIDAD DE MARCA EN CARRERAS DE PSICOLOGÍA DE ZONAS TERRITORIALES EXTREMAS: ARICA Y PUNTA ARENAS

Abstract

The purpose of this research was to identify the traits of the brand personality of psychology degrees located in public universities in geographically extreme areas and that form the Network of Schools of Psychology, State University Consortium (CUE). We used the scale of Aaker Brand Personality (1997), which was applied to 244 students to 244 students of the participating degrees, 148 from the University of Tarapacá(Arica and Parinacota Region) and 96 of the University of Magallanes (Magallanes and Chilean Antarctica Region). The data was subject to factor analysis, which showed the presence of 5 factors composed of 32 total traits. The analysis shows shared traits as well as the existence of specific traits for University which constitute a brand personality defined for each institution. Results are discussed considering the importance of Brand Personality to the institutional identity and the relationship of these traits with the specific identity of the territory in which were the houses of study.