Abstract

This research aims at identifying characteristics regarding brand personality in psychology courses with regional peculiarities, located in Latin American countries: Brazil, Chile and Peru. The data generated by the application of a survey with 609 students were subjected to exploratory factor analysis and subsequently the obtained structure was tested by confirmatory factor analysis. The results indicated that the structure of the brand personality have three dimensions, composed of 13 personality traits, which were denominated competence, excitement and elitism, with acceptable reliability coefficients. Furthermore, it's possible to observe that the brand personality is identified according to the regional peculiarities of each city, such as cultural attributes, landscape and climate. (C) 2016 Universidad ICESI. Published by Elsevier Espana, S.L.U.