A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL

The aim of this study was to identify what the factors that motivate and influence a student to remain in a IES - Higher Education Institutions, through marketing concepts applied to educational marketing along with a s urvey of 508 students UERGS - State University of Rio Grande do S...

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Autores principales:	Suzana Kazue Kagawa, Valesca Persch Reichelt
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2016
Materias:	brand equity educational marketing survey of attitudes and image Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/9b9449a141994bcdb410ea32843c0e29
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spelling	oai:doaj.org-article:9b9449a141994bcdb410ea32843c0e292021-11-11T15:49:47ZA GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL1983-4535https://doaj.org/article/9b9449a141994bcdb410ea32843c0e292016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319348349013https://doaj.org/toc/1983-4535The aim of this study was to identify what the factors that motivate and influence a student to remain in a IES - Higher Education Institutions, through marketing concepts applied to educational marketing along with a s urvey of 508 students UERGS - State University of Rio Grande do Sul, enrolled in the second half of 2013. Among the theoretical frameworks: Philip Kotler in the study of strategies for managing brand equity, Sonia Simões Colombo in educational marketing an d Valter Afonso Vieira scales in marketing. The research by attitudes was based Mattar (2003 ) the result of the analysis was obtained through a questionnaire with Likert scales of constructs that allowed us to identify which are the desires, needs and pos itive perceptions in relation to the expectations of current students in aspects cognitive, affective and behavioral, as well as the perception of the image and quality of Uergs in view of these students. And so the strengths that enable strengthen your im age in the educational market and weaknesses that can be improved with management of brand equity without losing focus on quality and its main product were identified, knowledge.Suzana Kazue KagawaValesca Persch ReicheltUniversidade Federal de Santa Catarinaarticlebrand equityeducational marketingsurvey of attitudes and imageEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 9, Iss 3, Pp 269-291 (2016)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	brand equity educational marketing survey of attitudes and image Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	brand equity educational marketing survey of attitudes and image Education (General) L7-991 Special aspects of education LC8-6691 Suzana Kazue Kagawa Valesca Persch Reichelt A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL
description	The aim of this study was to identify what the factors that motivate and influence a student to remain in a IES - Higher Education Institutions, through marketing concepts applied to educational marketing along with a s urvey of 508 students UERGS - State University of Rio Grande do Sul, enrolled in the second half of 2013. Among the theoretical frameworks: Philip Kotler in the study of strategies for managing brand equity, Sonia Simões Colombo in educational marketing an d Valter Afonso Vieira scales in marketing. The research by attitudes was based Mattar (2003 ) the result of the analysis was obtained through a questionnaire with Likert scales of constructs that allowed us to identify which are the desires, needs and pos itive perceptions in relation to the expectations of current students in aspects cognitive, affective and behavioral, as well as the perception of the image and quality of Uergs in view of these students. And so the strengths that enable strengthen your im age in the educational market and weaknesses that can be improved with management of brand equity without losing focus on quality and its main product were identified, knowledge.
format	article
author	Suzana Kazue Kagawa Valesca Persch Reichelt
author_facet	Suzana Kazue Kagawa Valesca Persch Reichelt
author_sort	Suzana Kazue Kagawa
title	A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL
title_short	A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL
title_full	A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL
title_fullStr	A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL
title_full_unstemmed	A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL
title_sort	gestão do brand equity no marketing educacional
publisher	Universidade Federal de Santa Catarina
publishDate	2016
url	https://doaj.org/article/9b9449a141994bcdb410ea32843c0e29
work_keys_str_mv	AT suzanakazuekagawa agestaodobrandequitynomarketingeducacional AT valescaperschreichelt agestaodobrandequitynomarketingeducacional AT suzanakazuekagawa gestaodobrandequitynomarketingeducacional AT valescaperschreichelt gestaodobrandequitynomarketingeducacional
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A GESTÃO DO BRAND EQUITY NO MARKETING EDUCACIONAL

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