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Brand personality of higher education institutions in northwestern Mexico
Authors: Verónica María Bueno-Solano, Teodoro Rafael Wendlandt-Amézaga, Rodolfo Valenzuela-Reynaga
Number of views: 358
The logotype is an element of mark that it favors the identification of companies by consumers. In this regard, the present investigation proposes to measure the perception of the brand personality of three institutions of higher education in the Municipality of Cajeme, in the south of the State of Sonora in Mexico. For this purpose, a quantitative methodology of descriptive-correlative type is used, by means of a non-experimental design. The information was compiled using a measuring instrument based on Jennifer L. Aaker's brand personality model and as part of the findings, eight branded personality dimensions were identified (Competence, Sincerity, Enthusiasm, Sophistication, Delicacy, Rudeness, Regionalism, Cooperation), of which the dimensions of Sincerity and Delicacy showed certain association with Instituto Tecnológico de Sonora, Sophistication and Cooperation with Universidad La Salle Noroeste, and Enthusiasm with Instituto Tecnológico Superior de Cajeme. Finally, an ideal position was projected where the Competence dimension was the best valued. The usefulness of the study lies in the possibility of improving the management of the institutional brand personality, in order to achieve a positive strategic repositioning.