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vol.41 número2EXPEDICIONES A LAS COSTAS DE LA PATAGONIA OCCIDENTAL EN EL PERÍODO COLONIALDIFERENCIAS PRODUCTIVAS ESTRUCTURALES ENTRE EL CENTRO Y LA PERIFERIA: MAGALLANES Y ARICA VERSUS EL PROMEDIO NACIONAL índice de autoresíndice de materiabúsqueda de artículos
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Magallania (Punta Arenas)

versión On-line ISSN 0718-2244

Resumen

DENEGRI, Marianela et al. BRAND PERSONALITY IN PSYCHOLOGY DEGREES IN EXTREME TERRITORIAL AREAS: ARICA AND PUNTA ARENAS. Magallania [online]. 2013, vol.41, n.2, pp.85-100. ISSN 0718-2244.  http://dx.doi.org/10.4067/S0718-22442013000200003.

The purpose of this research was to identify the traits of the brand personality of psychology degrees located in public universities in geographically extreme areas and that form the Network of Schools of Psychology, State University Consortium (CUE). We used the scale of Aaker Brand Personality (1997), which was applied to 244 students to 244 students of the participating degrees, 148 from the University of Tarapacá (Arica and Parinacota Region) and 96 of the University of Magallanes (Magallanes and Chilean Antarctica Region). The data was subject to factor analysis, which showed the presence of 5 factors composed of 32 total traits. The analysis shows shared traits as well as the existence of specific traits for University which constitute a brand personality defined for each institution. Results are discussed considering the importance of Brand Personality to the institutional identity and the relationship of these traits with the specific identity of the territory in which were the houses of study.

Palabras clave : brand personality; regional and state universities; higher education market.

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