<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-6388</journal-id>
<journal-title><![CDATA[Trascender, contabilidad y gestión]]></journal-title>
<abbrev-journal-title><![CDATA[Trascender contab. gest.]]></abbrev-journal-title>
<issn>2448-6388</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Sonora, División de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-63882022000100068</article-id>
<article-id pub-id-type="doi">10.36791/tcg.v7i19.134</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Identidad universitaria en la comunidad estudiantil de Ciencias Económico Administrativas]]></article-title>
<article-title xml:lang="en"><![CDATA[University identity in the student community of Economic Administrative Sciences]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fava Pedroza]]></surname>
<given-names><![CDATA[Pablo Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Velarde Mendívil]]></surname>
<given-names><![CDATA[Alma Teresita del Niño Jesús]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salgado Beltrán]]></surname>
<given-names><![CDATA[Lizbeth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Sonora  ]]></institution>
<addr-line><![CDATA[Hermosillo Sonora]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Sonora  ]]></institution>
<addr-line><![CDATA[Hermosillo Sonora]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Sonora  ]]></institution>
<addr-line><![CDATA[Hermosillo Sonora]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2022</year>
</pub-date>
<volume>7</volume>
<numero>19</numero>
<fpage>68</fpage>
<lpage>87</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-63882022000100068&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-63882022000100068&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-63882022000100068&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La identidad visual ayuda a formar una identidad corporativa e imagen de marca sólida, y crea un vínculo con sus mercados de consumo, facilitando analizar las decisiones de compra hacia sus productos. En el terreno educativo los estudiantes al sentir empatía con estos elementos; reflejan pertenencia e identidad hacia su institución. Esta investigación tiene el propósito de describir el grado de sentido de pertenencia e identidad universitaria y visual de los alumnos; y si mantiene sinergia en el nivel de participación de compra hacia los souvenirs universitarios. Se aplica investigación con enfoque cuantitativo, con análisis descriptivo. Se aplicó encuesta a 112 estudiantes de licenciatura cursando últimos semestres de la División de Ciencias Económico y Administrativas. Los resultados muestran un nivel &#8220;moderado&#8221; de sentido de pertenencia y de identidad universitaria en los estudiantes, mientras que en identidad visual señala una evaluación "alta", sin embargo, esto no refleja una relación positiva en comportamiento de consumo de souvenirs universitarios]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The visual identity helps to build a corporate identity and strong branding, and creates a link with their consumer&#8217;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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[identidad]]></kwd>
<kwd lng="es"><![CDATA[pertenencia]]></kwd>
<kwd lng="es"><![CDATA[marca]]></kwd>
<kwd lng="en"><![CDATA[identity]]></kwd>
<kwd lng="en"><![CDATA[belonging]]></kwd>
<kwd lng="en"><![CDATA[brand]]></kwd>
</kwd-group>
</article-meta>
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