PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR

The aim of this study was to know the organizational identification of master students at an higher education institution in Brazil, in support of educational management. Based on the study by Celsi and Gilli (2010), with an exploratory inductive character, participated in the survey all students in...

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Autor principal:	Edson Roberto Scharf
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2016
Materias:	higher education institution marketing management at hei organizational identity branding advertising master of business administration Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/f5fc9a002b0c4d0c9759d0c9007c2423
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spelling	oai:doaj.org-article:f5fc9a002b0c4d0c9759d0c9007c24232021-11-11T15:49:47ZPARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR1983-4535https://doaj.org/article/f5fc9a002b0c4d0c9759d0c9007c24232016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319345782010https://doaj.org/toc/1983-4535The aim of this study was to know the organizational identification of master students at an higher education institution in Brazil, in support of educational management. Based on the study by Celsi and Gilli (2010), with an exploratory inductive character, participated in the survey all students in the course. The results point to the understanding that the communication raises the visibility of the institution, to the realization that the future success of students depends on the success of the organization, for a sense of well-being of the students about the values and beliefs conveyed in communication; and that students are willing to make efforts beyond the normal value for the organization. Nevertheless, this same communication generates a low level of wellbeing and pride for students, when asked if they would comment on it with those close. In this study, the effect was called 'Black Mirror', with students absorbing important information communication, understanding and agreeing with its contents, but not to sharing. The results obtained allow the manager of the institution to plan more adequately their communication with the community of potential students.Edson Roberto ScharfUniversidade Federal de Santa Catarinaarticlehigher education institutionmarketing management at heiorganizational identitybrandingadvertisingmaster of business administrationEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 9, Iss 2, Pp 192-215 (2016)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	higher education institution marketing management at hei organizational identity branding advertising master of business administration Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	higher education institution marketing management at hei organizational identity branding advertising master of business administration Education (General) L7-991 Special aspects of education LC8-6691 Edson Roberto Scharf PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR
description	The aim of this study was to know the organizational identification of master students at an higher education institution in Brazil, in support of educational management. Based on the study by Celsi and Gilli (2010), with an exploratory inductive character, participated in the survey all students in the course. The results point to the understanding that the communication raises the visibility of the institution, to the realization that the future success of students depends on the success of the organization, for a sense of well-being of the students about the values and beliefs conveyed in communication; and that students are willing to make efforts beyond the normal value for the organization. Nevertheless, this same communication generates a low level of wellbeing and pride for students, when asked if they would comment on it with those close. In this study, the effect was called 'Black Mirror', with students absorbing important information communication, understanding and agreeing with its contents, but not to sharing. The results obtained allow the manager of the institution to plan more adequately their communication with the community of potential students.
format	article
author	Edson Roberto Scharf
author_facet	Edson Roberto Scharf
author_sort	Edson Roberto Scharf
title	PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR
title_short	PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR
title_full	PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR
title_fullStr	PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR
title_full_unstemmed	PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR
title_sort	paradoxos na identificação organizacional com uma instituição de ensino superior
publisher	Universidade Federal de Santa Catarina
publishDate	2016
url	https://doaj.org/article/f5fc9a002b0c4d0c9759d0c9007c2423
work_keys_str_mv	AT edsonrobertoscharf paradoxosnaidentificacaoorganizacionalcomumainstituicaodeensinosuperior
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PARADOXOS NA IDENTIFICAÇÃO ORGANIZACIONAL COM UMA INSTITUIÇÃO DE ENSINO SUPERIOR

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