<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0186-1042</journal-id>
<journal-title><![CDATA[Contaduría y administración]]></journal-title>
<abbrev-journal-title><![CDATA[Contad. Adm]]></abbrev-journal-title>
<issn>0186-1042</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0186-10422024000200159</article-id>
<article-id pub-id-type="doi">10.22201/fca.24488410e.2024.5199</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Propuesta piloto para establecer la personalidad de marcas: caso marcas del sector deportivo]]></article-title>
<article-title xml:lang="en"><![CDATA[Pilot proposal to establish brand personality; The case of brands in the sports sector]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cancino Gómez]]></surname>
<given-names><![CDATA[Yezid]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chaparro Guevara]]></surname>
<given-names><![CDATA[Rosa Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cristacho Triana]]></surname>
<given-names><![CDATA[Gerson Joaquin]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad ECCI  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>69</volume>
<numero>2</numero>
<fpage>159</fpage>
<lpage>184</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0186-10422024000200159&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0186-10422024000200159&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0186-10422024000200159&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Las metodologías para medir la personalidad de marca son diversas, tiene críticas por no asociar factores culturales, carencia de rasgos negativos o no son generalizables, por ello se propone un modelo piloto basado en la percepción del consumidor con rasgos deseables, aplicado a tres marcas deportivas. El método se ejecutó en dos fases el cualitativo para identificar rasgos deseables y otra cuantitativa con la que se midieron 24 rasgos en una muestra de 327 personas. Los resultados del AFC determinaron un modelo de personalidad con tres dimensiones que no son iguales respecto a los rasgos que agrupan lo que genera un modelo para cada una, de esta manera se han establecido las diferencias perceptivas soportado en su significado simbólico y la contratación con algunos modelos reflejan poca coincidencia, esto tiene implicaciones tanto teóricas como prácticas para el avance para desarrollo de métodos de medición en la gestión de las marcas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The methodologies to measure brand personality are diverse, they are criticized for not associating cultural factors, lack of negative traits or they are not generalizable, for this reason a pilot model based on consumer perception with desirable traits applied to three sports brands is proposed. The method was executed in two phases, the qualitative one to identify desirable traits and another quantitative one with which 24 traits were measured in a sample of 327 people. The results of the AFC determined a personality model with three dimensions that are not the same with respect to the traits that group what generates a model for each one, in this way the perceptive differences have been established supported in their symbolic meaning and the contracting with some models reflect little coincidence, this has both theoretical and practical implications for the advancement in the development of measurement methods in brand management.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[M30]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[M37]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="es"><![CDATA[rasgos de personalidad]]></kwd>
<kwd lng="es"><![CDATA[imagen de marca]]></kwd>
<kwd lng="es"><![CDATA[marcas deportivas]]></kwd>
<kwd lng="es"><![CDATA[gestión de la marca]]></kwd>
<kwd lng="en"><![CDATA[M30]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="en"><![CDATA[M37]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
<kwd lng="en"><![CDATA[personality traits]]></kwd>
<kwd lng="en"><![CDATA[brand image]]></kwd>
<kwd lng="en"><![CDATA[sports brands]]></kwd>
<kwd lng="en"><![CDATA[branding]]></kwd>
</kwd-group>
</article-meta>
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