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HomeThe Trinitian Researchervol. 9 no. 1 (2017)

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

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.