Using Personality Traits as the Brand Image of a University

Neil Christian Lloyd  Vila,; Kristoffer Jefferson  Flores,; Jay Marlou  Gatchalian,; Jeanne Nicole  Placido,; Shiela Mariel  Allarde,; Miguel Karlo  Amido,; Rosemarie  Genorga,

Using Personality Traits as the Brand Image of a University

Discipline: Multidisciplinary

Abstract:

This is a descriptive quantitative study which uses three personality traits namely sincerity, competence and sophistication to assess how students perceive a private higher education institution in the Metropolis. The 191 respondents rated competence as the highest of the three personality traits. This finding implies that the students ascribed competence as the best personality trait of the university selected for the study, hence the said HEI may use competence as its brand image.