NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES

The brand personality in the higher education institution (HEI) is a way that it has tocommunicate with society (DA ROCHA e ALPERSTEDT, 2006) , it is a subject ofdiscussion in marketing ( SUNG e KIM , 2010). By admitting the need for the HEIs to workefficiently its market...

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Autores principales:	Gustavo da Rosa Borges, Marcelo Dockhorn, Vania Biavatti
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2015
Materias:	higher education institution brand brand personality Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/3b1fe10ad98942ceb4ca1fcf6104ab96
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spelling	oai:doaj.org-article:3b1fe10ad98942ceb4ca1fcf6104ab962021-11-11T15:49:46ZNOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES1983-4535https://doaj.org/article/3b1fe10ad98942ceb4ca1fcf6104ab962015-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319338454003https://doaj.org/toc/1983-4535The brand personality in the higher education institution (HEI) is a way that it has tocommunicate with society (DA ROCHA e ALPERSTEDT, 2006) , it is a subject ofdiscussion in marketing ( SUNG e KIM , 2010). By admitting the need for the HEIs to workefficiently its marketing management (KOTLER e FOX 1996; TORRES, 2004; HARMON eWEBTSTER, 2007; BRAVIN e IKEDA, 2010; HAMMOND; BRAVIN e IKEDA, 2010;ZEBAL e GOODWIN, 2012) and especiallyits communication with society, this paper aimsto study: how the students perceive the brand personality in a HEI located in the hinterland ofSanta Catarina state. To achieve this, we performed two qualitative approaches focus grouptype with 43 undergraduate students of pedagogy, languages, mathematics and historyundergraduate courses. By means of bibliographic researches for similar studies, we observedthe existence of 144 attributes which may represent a brand personality. The results revealedthat exist 52 more attributes that can be a human characteristic applicable in to a particularbrand (personality), specifically for the higher education institution. The adopting brandpersonality by an higher education institution is part of a recent perspective that seeks tobetter identify it in to the market.Gustavo da Rosa BorgesMarcelo DockhornVania BiavattiUniversidade Federal de Santa Catarinaarticlehigher education institutionbrandbrand personalityEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 8, Iss 1, Pp 25-44 (2015)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	higher education institution brand brand personality Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	higher education institution brand brand personality Education (General) L7-991 Special aspects of education LC8-6691 Gustavo da Rosa Borges Marcelo Dockhorn Vania Biavatti NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES
description	The brand personality in the higher education institution (HEI) is a way that it has tocommunicate with society (DA ROCHA e ALPERSTEDT, 2006) , it is a subject ofdiscussion in marketing ( SUNG e KIM , 2010). By admitting the need for the HEIs to workefficiently its marketing management (KOTLER e FOX 1996; TORRES, 2004; HARMON eWEBTSTER, 2007; BRAVIN e IKEDA, 2010; HAMMOND; BRAVIN e IKEDA, 2010;ZEBAL e GOODWIN, 2012) and especiallyits communication with society, this paper aimsto study: how the students perceive the brand personality in a HEI located in the hinterland ofSanta Catarina state. To achieve this, we performed two qualitative approaches focus grouptype with 43 undergraduate students of pedagogy, languages, mathematics and historyundergraduate courses. By means of bibliographic researches for similar studies, we observedthe existence of 144 attributes which may represent a brand personality. The results revealedthat exist 52 more attributes that can be a human characteristic applicable in to a particularbrand (personality), specifically for the higher education institution. The adopting brandpersonality by an higher education institution is part of a recent perspective that seeks tobetter identify it in to the market.
format	article
author	Gustavo da Rosa Borges Marcelo Dockhorn Vania Biavatti
author_facet	Gustavo da Rosa Borges Marcelo Dockhorn Vania Biavatti
author_sort	Gustavo da Rosa Borges
title	NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES
title_short	NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES
title_full	NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES
title_fullStr	NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES
title_full_unstemmed	NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES
title_sort	novas formas de relação com a sociedade por meio da identificação de atributos que compõem a personalidade da marca de um aies
publisher	Universidade Federal de Santa Catarina
publishDate	2015
url	https://doaj.org/article/3b1fe10ad98942ceb4ca1fcf6104ab96
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NOVAS FORMAS DE RELAÇÃO COM A SOCIEDADE POR MEIO DA IDENTIFICAÇÃO DE ATRIBUTOS QUE COMPÕEM A PERSONALIDADE DA MARCA DE UM AIES

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