IDEAS home Printed from https://ideas.repec.org/a/col/000129/015182.html
   My bibliography  Save this article

Personalidade de marca de cursos de psicologia: um estudo em cidades do Brasil, Peru e Chile

Author

Listed:
  • Izabelle Quezado
  • Verónica Peñaloza
  • Marianela Denegri
  • Ellen Campos Sousa
  • Victoria Aymé Barreda Parra
  • Felipe Gerhard

Abstract

Esta pesquisa objetiva identificar trac¸ os de personalidade de marca de cursos de psicologia de universidades com características regionais peculiares em cidades do Brasil, Chile e Peru. Os dados gerados por meio de survey com 609 estudantes foram submetidos a análise fatorial exploratória e, posteriormente, a análise fatorial confirmatória. Os resultados mostram que a estrutura da personalidade de marca possui 3 dimensoes, compostas por 13 trac¸ os de personalidade, que se denominaram de competencia, excitac¸ ao e elitismo, com coeficientes de confiabilidade aceitáveis. Ademais, é possível observar que a personalidade da marca tem identificac¸ ao adequada as características específicas de cada regiao, tais como atributos culturais, paisagem e clima.

Suggested Citation

  • Izabelle Quezado & Verónica Peñaloza & Marianela Denegri & Ellen Campos Sousa & Victoria Aymé Barreda Parra & Felipe Gerhard, 2016. "Personalidade de marca de cursos de psicologia: um estudo em cidades do Brasil, Peru e Chile," Estudios Gerenciales, Universidad Icesi, vol. 32(140), pages 239-249, September.
    • Handle: RePEc:col:000129:015182
    as

    Download full text from publisher

    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/2302
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Personalidade de marca; Psicologia econômica; Educacão superior;
    All these keywords.

    JEL classification:

    • L32 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Public Enterprises; Public-Private Enterprises
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:col:000129:015182. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Coordinador ICESI (email available below). General contact details of provider: https://edirc.repec.org/data/fciceco.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.