Abstract

ARAYA-CASTILLO, Luis  and  ETCHEBARNE L, M. Soledad. Political Parties' Brand Personality: A suggested model. Folios [online]. 2014, n.40, pp.67-89. ISSN 0123-4870.

Current democratic systems are characterised by low political participation, especially among young people. This situation is not alien to Chile, where young people have marginalised themselves from the political system because of the perception they have of the system. Young people argue that political parties do not represent them, that they do not have confidence in politicians and that participating in elections does not change anything. In this context, it is essential to study, from various theoretical perspectives, young people's decision to marginalise themselves from politics. To this end, this article uses the theory of brand personality, where people assign human qualities or personality traits to brands. In this way, using the theory of brand personality, it is possible to study the personality traits which young people attribute to political parties, and thus why they have isolated themselves from electoral processes. This article proposes a model of brand personality for political parties, which was constructed based on the perception of university students, who would be expected to have a more positive opinion of the political system. The proposed model meets the requirements of content validity, convergent validity and divergent validity.

Keywords : Brand personality; political parties; theoretical model; young people; Chile.

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