La gestión de la identidad corporativa en la Universidad: análisis y consecuencias desde la perspectiva del profesorado

Abstract

The main aim of this study is to analyse the effects of corporate identity management in higher education. Specifically, to study the perceptions that teaching staff may have about its management, as well as to analyse the effects on their attitudes and behaviour. An online survey aimed at the teaching faculty of different public universities in Spain was carried out, and the data was analysed using structural equation modelling. The results gathered suggest that a suitable management of the key elements of corporate identity (visual identity, communications, behaviour and corporate culture) contributes to the creation of an attractive identity for the University. In turn, this attractive identity will lead faculty staff to feel more identified with the University, and to more positive attitudes and behaviours towards the University. However, not all the elements have the same effects. The results obtained may advance the academic literature of corporate identity and also contribute for the managerial practice of these institutions.