Examinando por Materia "Imagen de marca"

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    Incidencia del concepto de universidad parque en la imagen de la marca Eafit
    (Universidad EAFIT, 2021) Cano Piedrahita, Santiago; Guzmán Garzón, Catalina Cecilia; Mejía Gil, Maria Claudia; Agudelo Calle, Jhonny Alejandro
    EAFIT identifies the concept of park university as a fundamental aspect of the brand's DNA and part of the materialization of its environmental management system, which it has diffused to its target through different means. However, until now it has not been validated if this concept is perceived as an important brand value among its primary audience: the students and if it has any impact on its brand image. The main objective of this research was to know the incidence of the park university concept in the image of the brand EAFIT among the undergraduate students of Medellín´s city campus, through an exploratory and qualitative type study that allowed to make a description of the phenomenon and to analyze, by means of a comparative matrix, the most relevant variables of influence. The methodological instrument applied in the study was based on the realization of 17 individual semi-structured interviews to students and officials of the institution that allowed to understand the individual perception of the park university concept from their own experiences and relationship with that concept or with the elements that compose it. One of the main findings indicates that, although the institution considers the park university a strategic vector of its sustainability pillar and the stimuli provided are forceful from the generation of the experience in the students, they do not have impact with the verbal denomination of the concept. According to the results, it is concluded that the concept of Park University does have an impact on the brand image of the undergraduate students of EAFIT University, but not from its verbal denomination, but from its physical, symbolic and experiential representations.