摘要：Resumen La presente investigación propone un modelo de personalidad de marca en el contexto de las Cadenas de Farmacias en Chile, denominado «Pharmacy Chains Brand Personality» (PCBP). Esta propuesta considera principalmente el modelo desarrollado por Aaker (1997), pero se adapta a los rasgos y dimensiones propias de la industria farmacéutica. Para identificar las dimensiones propuestas para este estudio se efectuaron una serie de procedimientos exploratorios de carácter cualitativo, tales como cuestionarios semiestructurados, entrevistas en profundidad y grupos focales, además de una extensa revisión de la literatura. Analizando los resultados obtenidos, se deduce que la naturaleza del modelo es de carácter multidimensional, ya que está conformada por 5 dimensiones: transparencia, ambición, social, sinceridad y competencia. Esta investigación pretende aportar una propuesta de modelo a la literatura, como una aproximación investigativa a esta industria, la cual fue afectada por uno de los casos más importantes de colusión en Chile. Abstract This research proposes a model of brand personality in the context of Chain Drug Stores in Chile, known as ‘Pharmacy Chains Brand Personality’ (PCBP). This proposal mainly considers the model developed by Aaker (1997), but adapted to the features and characteristics of the pharmaceutical industry dimensions. To identify the dimensions proposals for this study, a series of exploratory qualitative procedures such as was made: semi-structured questionnaires, interviews and focus groups, plus an extensive review of the literature. Analyzing the results, it follows that the nature of the model is multidimensional character, since it consists of five dimensions: Transparency, Ambition, Social, Sincerity and Competence. This research aims to provide a model proposal to literature, as an investigative approach to this industry, which was affected by one of the most important cases of collusion in Chile.
其他摘要：This research proposes a model of brand personality in the context of Chain Drug Stores in Chile, known as ‘Pharmacy Chains Brand Personality’ (PCBP). This proposal mainly considers the model developed by Aaker (1997), but adapted to the features and characteristics of the pharmaceutical industry dimensions. To identify the dimensions proposals for this study, a series of exploratory qualitative procedures such as was made: semi-structured questionnaires, interviews and focus groups, plus an extensive review of the literature. Analyzing the results, it follows that the nature of the model is multidimensional character, since it consists of five dimensions: Transparency, Ambition, Social, Sincerity and Competence. This research aims to provide a model proposal to literature, as an investigative approach to this industry, which was affected by one of the most important cases of collusion in Chile.
关键词：Personalidad de marca Farmacias;Rasgos de personalidad Chile;Medicamentos
