Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-02-09T21:51:18Z No. of bitstreams: 1 CarlosDavidCequeiraFeitor_TESE.pdf: 4965385 bytes, checksum: 6ca79b114402ddef06010138d789f3ae (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-02-10T17:22:30Z (GMT) No. of bitstreams: 1 CarlosDavidCequeiraFeitor_TESE.pdf: 4965385 bytes, checksum: 6ca79b114402ddef06010138d789f3ae (MD5) / Made available in DSpace on 2017-02-10T17:22:30Z (GMT). No. of bitstreams: 1 CarlosDavidCequeiraFeitor_TESE.pdf: 4965385 bytes, checksum: 6ca79b114402ddef06010138d789f3ae (MD5) Previous issue date: 2016-08-24 / O estudo desenvolveu um modelo de valor da marca para Institui??es de Ensino Superior (IES) de natureza privada na perspectiva do consumidor. Al?m disso, por meio da literatura, definiu o conjunto de dimens?es, antecedentes e consequentes do valor de marca da IES, e procurou explicitar as formas de operacionaliza??o desses fatores constituintes do modelo proposto. Por ?ltimo, analisou o modelo relacional entre os fatores da Experi?ncia Universit?ria, Comunica??o Controlada, Boca a Boca Eletr?nico (e-WOM), Co-Cria??o, Consci?ncia da Marca, Associa??es ? Marca e Valor de Marca Total, bem como almejou validar o modelo te?rico desenvolvido nesta tese. Para tanto, em termos de l?gica, este estudo ? classificado como hipot?tico-dedutivo, e a pesquisa foi organizada do ponto de vista metodol?gico por tr?s etapas, a saber: explorat?ria, descritiva e anal?tica. A pesquisa explorat?ria permitiu esclarecer os conceitos da tem?tica, definir o problema de pesquisa, elaborar o modelo te?rico, e desenvolver o instrumento de coleta dos dados. Na etapa descritiva foi realizado o pr?-teste do question?rio, os ajustes nas escalas, a defini??o da amostra e a descri??o dos procedimentos de coleta dos dados. O tipo de amostragem foi n?o probabil?stico, por julgamento ou intencional, no qual os indiv?duos foram selecionados por crit?rios estabelecidos pelo pesquisador. A amostra do estudo foi composta por 1156 estudantes do curso de gradua??o em administra??o, e os dados foram coletados em centros universit?rios e universidades de categoria administrativa privada, localizadas no estado do Rio Grande do Norte e Par?, com ?ndice Geral de Cursos (IGC ? FAIXA) a partir de 3. A an?lise dos dados foi desenvolvida por uma abordagem quantitativa multivariada, incluindo a an?lise fatorial explorat?ria e confirmat?ria e modelagem de equa??es estruturais. A partir das an?lises dos dados foi poss?vel verificar que o conte?do das escalas ? representativo do objeto que se pretende mensurar, e demonstraram tanto validade de conte?do quanto estat?stico. Vale destacar a confirma??o da hip?tese de relacionamento positivo entre eWOM e as Associa??es ? Marca, e da Co-cria??o e Consci?ncia da Marca. Conclui-se tamb?m, por meio da modelagem emp?rica, a validade do modelo de mensura??o do Valor de Marca da IES com base no consumidor. / The study developed a brand equity model for private higher education institutions from a consumer perspective. Furthermore, through theory, it defined the set of dimensions, history and consequences of higher education institutions brand equity, as well as sought to clarify the deployment of these factors in the proposed model. Finally, an analysis of the University Experience, Controlled Communication, e-WOM, Co-Creation, Brand Awareness, Brand Association and Overall Brand Equity relational model was conducted, aiming towards the validation of the theoretical model developed in this thesis. In order to achieve this, a deductive reasoning approach was applied, and the research, from a methodology standpoint, was divided into three phases: exploratory, descriptive and analytic. The exploratory phase focused on clarifying the topic?s concepts, defining the research problem, elaborating the theoretical model, and developing the instrument to be used for data collection. During the descriptive phase, a survey questionnaire pre-test was conducted, scales were adjusted, the sample size was defined and data collection procedures were detailed. The probability sampling process was not employed, either intentionally or by judgment, and individuals were selected using criteria established by the researcher. The sample size of 1156 Business Administration students was used, and data was collected from university institutes and privately run universities located in the Brazilian states of Rio Grande do Norte and Par?, ranked 3 or higher according to the country?s Course Ranking Index. Data analysis was conducted using a multivariate quantitative approach, including exploratory factor and confirmatory analysis, and structural equation modeling. Data analyses confirm that the variables scale is representative of the object to be measured, and demonstrate both content and statistical validity. It is worth highlighting confirmation of the hypothesis of positive correlation between eWOM and Brand Association, as well as Co-Creation and Brand Awareness. Empirical modeling also confirmed the validity of the higher education institutions brand equity measurement model, based on consumer perspective.