BRITO, E. J. G.; http://lattes.cnpq.br/9064685360917048; BRITO, Ermesson Joffily Gomes de.
Abstract:
The brand image is, in a very simplistic way, the way organizations are seen by people. When
it comes to the image of Higher Education Institutions, a good institutional image can promote
some benefits, such as: attracting and retaining trained teachers and employees, reducing
teacher turnover, increasing productivity, attracting student highlights to the institution and
attracting students. donations, resources, financing and investments. However, the lack of a
strong institutional image can also lead to the transformation of these benefits into harm. Given
the above, this article aimed to analyze the brand image that the groups: Students, Collaborators
and Society in General, hold about the Federal University of Campina Grande - PB. As for its
nature, the study is classified as quantitative with a descriptive character. The method adopted
was the Survey, obtaining a total of 339 valid responses. For analysis purposes, tests were
performed, such as: validation of scales and measurement of constructs. Well, like: inferential
analysis (correlation analysis and analysis of variance). The survey results showed which factor
evaluations were obtained according to each public investigated. Furthermore, it was also
possible to understand the existing correlation between each construct, because, depending on
what the Institution seeks to achieve to achieve better results, there will be other dimensions
that should also be analyzed, given their strong correlations with some other construct.