Imagem institucional da Universidade Federal De Campina Grande – PB.

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.