Banca de QUALIFICAÇÃO: MATHEUS VINICIUS DE MEDEIROS DANTAS

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
DISCENTE : MATHEUS VINICIUS DE MEDEIROS DANTAS
DATA : 30/08/2019
HORA: 10:00
LOCAL: SALA 5B1
TÍTULO:

BRAND PERSONALITY IN THE WORLD TOURISM ORGANIZATION: A LOOK FROM JENNIFER AEKER'S BRAND PERSONALITY SCALE (BPS).

PALAVRAS-CHAVES:

Keywords: Branding. Brand personality. World Tourism Organization.

PÁGINAS: 70
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Turismo
RESUMO:

Brands are intangible assets that participate in the relationship process between companies and consumers. And among the various segments that find branding a means for the formation of their strategies are international organizations. Therefore, in order to achieve the objective of the work, the current study aims to identify the presence of personalities in the brands of the World Tourism Organization. Thus, a study will be applied based on the personality perspective of the Brand Personality Scale (BPS) by Jennifer Aaker (1997). Based on this, a hypothetical-deductive exploratory, descriptive research with a quantitative and qualitative method will be carried out. The research will involve the application of questionnaires, whose approach will involve the recognition of the 41 personality traits proposed by the research instrument on the research instrument's marks (OMT) and using the Likert Scale from 0 to 10. The information generated by the questionnaires, will be analyzed by descriptive and inferential statistics, with the help of SPSS and the AMOS package, version 22.0. Finally, suggestions will be collected from marketing and branding experts (Managers, Tourism Research Influencers) on ways to develop brands at the World Tourism Organization.

MEMBROS DA BANCA:
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Interna - 2568265 - LEILIANNE MICHELLE TRINDADE DA SILVA BARRETO
Interno - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE