ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX

Detalhes bibliográficos
Autor(a) principal: Valerio, Danielle Magierski
Data de Publicação: 2008
Outros Autores: Pizzinatto, Nádia Kassouf
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38
Resumo: This article shows the results of an analysis of the corporate image made from the Familiarity-Favorability Matrix (FFM), with five universities from São Paulo belonging to a common geographic area, in the view of interviewees who work in the business area. The analysis of the image from de FFM allows the institution to verify its consciousness and reputation within a certain public. The information pertinent to th organizational image obtained through this analysis can be useful in marketing planning of university, allowing for the centralization of the your communication and marketing department.
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spelling ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIXAnálise da imagem organizacional de universidades por meio da matriz familiaridade-favorabilidadeThis article shows the results of an analysis of the corporate image made from the Familiarity-Favorability Matrix (FFM), with five universities from São Paulo belonging to a common geographic area, in the view of interviewees who work in the business area. The analysis of the image from de FFM allows the institution to verify its consciousness and reputation within a certain public. The information pertinent to th organizational image obtained through this analysis can be useful in marketing planning of university, allowing for the centralization of the your communication and marketing department.Este artigo relata os resultados de uma análise de imagem organizacional realizada por meio da Matriz Familiaridade-Favorabilidade (MFF), com cinco universidades paulistas pertencentes a uma mesma região geográfica, sob a ótica de entrevistados que atuam no meio empresarial. A análise da imagem com base na MFF permite à instituição verificar a conscientização e sua reputação perante determinado público. A informação referente à imagem organizacional obtida por meio dessa análise pode ser útil no planejamento de marketing das universidades, permitindo a canalização dos esforços do seu departamento de comunicação e de marketing.PALAVRAS-CHAVE: Imagem organizacional; Matriz Familiaridade-Favorabilidade; Planejamento de imagem.Editora Mackenzie2008-07-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/38Revista de Administração Mackenzie; Vol. 4 No. 1 (2003)Revista de Administração Mackenzie; Vol. 4 Núm. 1 (2003)Revista de Administração Mackenzie (Mackenzie Management Review); v. 4 n. 1 (2003)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/38/38https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38/2054https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38/2056Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessValerio, Danielle MagierskiPizzinatto, Nádia Kassouf2011-01-14T18:31:07Zoai:ojs.editorarevistas.mackenzie.br:article/38Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:23.464199RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
Análise da imagem organizacional de universidades por meio da matriz familiaridade-favorabilidade
title ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
spellingShingle ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
Valerio, Danielle Magierski
title_short ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
title_full ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
title_fullStr ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
title_full_unstemmed ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
title_sort ANALYSIS OF THE COORPORATE IMAGEM OF UNIVERSITIES FROM THE FAMILIARITY - FAVORABILITY MATRIX
author Valerio, Danielle Magierski
author_facet Valerio, Danielle Magierski
Pizzinatto, Nádia Kassouf
author_role author
author2 Pizzinatto, Nádia Kassouf
author2_role author
dc.contributor.author.fl_str_mv Valerio, Danielle Magierski
Pizzinatto, Nádia Kassouf
description This article shows the results of an analysis of the corporate image made from the Familiarity-Favorability Matrix (FFM), with five universities from São Paulo belonging to a common geographic area, in the view of interviewees who work in the business area. The analysis of the image from de FFM allows the institution to verify its consciousness and reputation within a certain public. The information pertinent to th organizational image obtained through this analysis can be useful in marketing planning of university, allowing for the centralization of the your communication and marketing department.
publishDate 2008
dc.date.none.fl_str_mv 2008-07-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38/38
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38/2054
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/38/2056
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 4 No. 1 (2003)
Revista de Administração Mackenzie; Vol. 4 Núm. 1 (2003)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 4 n. 1 (2003)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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