Abstract

ARAYA-CASTILLO, Luis  and  ETCHEBARNE, Soledad. Brand personality of political parties: a glance from young university students. Rev.latinoam.cienc.soc.niñez juv [online]. 2014, vol.12, n.1, pp.225-241. ISSN 1692-715X.  https://doi.org/10.11600/1692715x.12113060713.

Political participation among young people has decreased in the last few years, especially in those countries with consolidated democracies. Considering this, the present research tackles as its main objective the study of the political behavior of young people by means of the theory of brand personality. We intend to analyze discontent towards politics among young people through the human personality traits attributed to political parties. The brand personality of the 8 main political parties in Chile was evaluated by means of a model made up of the following dimensions: sincere, ambitious, competent, stimulating, traditional, sophisticated, tough and elitist. The results enable us to conclude that even when political parties differ in their personality attributes, they share a common ground: they are all considered not competent.

Keywords : Political parties; Chile; Brand personality; political participation; young university students.

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