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Abstract(s)
A globalização do mercado impulsionada pelos avanços tecnológicos, trouxe uma nova dinâmica na produção e disponibilização de produtos e serviços em todas as categorias de negócio. As estratégias de marketing são uma prioridade para destacarem as marcas num cenário competitivo, sobretudo num contexto em que os consumidores se tornaram mais exigentes e criteriosos no processo de decisão de escolha das marcas. Ora, o propósito deste artigo consiste em analisar a influência da percepção do valor da marca na decisão de escolha de Instituições de Ensino Superior (IES), sob orientação do modelo teórico brand equity ten de Aaker e o modelo de Kotler e Keller. Assumiu- se uma abordagem quantitativa para o apuramento de dados primários. De forma geral, os resultados apontaram para a existência de uma influência positiva da lealdade, notoriedade, associação a marca e qualidade percebida no processo de decisão de escolha. Igualmente, constatou-se que as principais fontes de estímulo para o reconhecimento do problema são os amigos e familiares, e as fontes para a busca de informações para avaliação da escolha são as consultas às IES através das visitas realizadas e dos amigos e familiares. Percebeu-se, ainda, que os principais atributos para a avaliação das alternativas foram a qualidade de ensino, o reconhecimento e o prestígio, as infraestruturas e os docentes qualificados. Concluiu- se, assim, que existe uma satisfação generalizada com as escolhas feitas pela disposição em permanecerem nas IES e indicá-las aos amigos e familiares.
The globalization of the market, driven by technological advances, brought a new dynamic in the production and availability of products and services in all categories of business. Marketing strategies are a priority to highlight brands in a competitive scenario, especially in a context in which consumers have become more demanding and judicious in the decision to choose brands. Now, the purpose of this article is to analyze the influence of the perception of the brand value in the decision to choose Higher Education Institutions (HEI), under the guidance of Aaker's theoretical brand equity ten model and the model of Kotler and Keller. A quantitative approach was taken to obtain primary data. In general, the results pointed to the existence of a positive influence of loyalty, notoriety, association with the brand and perceived quality in the decision-making process. Likewise, it was found that the main sources of encouragement for recognizing the problem are friends and family and the sources for seeking information to assess the choice are consultations with HEIs through visits and friends and family. It was noticed that the main attributes for the assessment of alternatives were the quality of teaching, recognition and prestige, infrastructure and qualified teachers. It was thus found that there is widespread satisfaction with the choices made by the willingness to remain in the HEIs and to refer them to friends and family.
The globalization of the market, driven by technological advances, brought a new dynamic in the production and availability of products and services in all categories of business. Marketing strategies are a priority to highlight brands in a competitive scenario, especially in a context in which consumers have become more demanding and judicious in the decision to choose brands. Now, the purpose of this article is to analyze the influence of the perception of the brand value in the decision to choose Higher Education Institutions (HEI), under the guidance of Aaker's theoretical brand equity ten model and the model of Kotler and Keller. A quantitative approach was taken to obtain primary data. In general, the results pointed to the existence of a positive influence of loyalty, notoriety, association with the brand and perceived quality in the decision-making process. Likewise, it was found that the main sources of encouragement for recognizing the problem are friends and family and the sources for seeking information to assess the choice are consultations with HEIs through visits and friends and family. It was noticed that the main attributes for the assessment of alternatives were the quality of teaching, recognition and prestige, infrastructure and qualified teachers. It was thus found that there is widespread satisfaction with the choices made by the willingness to remain in the HEIs and to refer them to friends and family.
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Keywords
Marketing Marca Valor de marca Processo de decisão de escolha Brand Brand value Choice decision process