Resumo

FAVA PEDROZA, Pablo Alejandro; VELARDE MENDIVIL, Alma Teresita del Niño Jesús  e  SALGADO BELTRAN, Lizbeth. University identity in the student community of Economic Administrative Sciences. Trascender contab. gest. [online]. 2022, vol.7, n.19, pp.68-87.  Epub 09-Maio-2022. ISSN 2448-6388.  https://doi.org/10.36791/tcg.v7i19.134.

The visual identity helps to build a corporate identity and strong branding, and creates a link with their consumer’s markets, making it easier to analyze the purchasing decisions towards their products. In the field of education to the students feel empathy with these elements; they reflect belonging and identity to their institution. This research has the purpose of describing the degree of sense of belonging and university and visual identity of the students; and if it maintains synergy in the level of purchase participation towards university souvenirs. This research is framed in the scientific methodology, with quantitative approach, under non-experimental design with descriptive analysis. 112 surveys were applied to university students in the last semesters of the Division of Economic and Administrative Sciences. The results show in the students a sense of belonging and university identity at a "moderate" level, while in visual identity it indicates a "high" evaluation, however, this does not reflect a positive relationship in the consumer behavior toward university souvenirs.

Palavras-chave : identity; belonging; brand.

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