A study on brand personality in private higher education
DOI:
https://doi.org/10.5007/1983-4535.2020v13n1p251Abstract
The brand tends to be increasingly seen as a distinguishing element and it is evaluated by the customer in addition to rational and functional aspects. One of the intangible attributes with potential for differentiation in a competitive environment is the "brand personality". Therefore, this study aimed to identify these characteristics associated with the brand personality of different audiences in a higher education institution of Espirito Santo, FUCAPE Business School, which has a premium brand positioning. To achieve this objective, a quantitative and descriptive research with 592 appraisers of the brand was carried out from an already validated personality questionnaire brand, adapted to Brazilian context. From the collected data, analyzes were performed the descriptive statistics and Structural Equation Modeling (SEM), with estimation by Partial Least Squares (PLS). Through the study, it was possible to identify the personality dimensions of brand featuring brand analysis: Credibility, Boldness and to a lesser extent, but also showed significance, Sophistication. After these analysis it can be concluded that the results found converge with a strong brand and high added value, as it has a set of characteristics associated with it that conveys these values.References
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