A Imagem de Profissões da Saúde Sob a Perspectiva do Marketing

Ferreira, Claudiney Luís; Moura, Luiz Rodrigo Cunha; Souki, Gustavo Quiroga

doi:10.18256/2237-7956/raimed.v4n3p343-355

Cited by 3 publications

(6 citation statements)

References 17 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…A profession is an occupation characterized both by the possession of a specialized set of knowledge and by the commitment to service (SARANGI; ROBERTS, 1999;FERREIRA;SOUKI, 2014;.…”

Section: Profession Identity and Imagementioning

confidence: 99%

“…For literature, people have long converted their identity into images that signal how they see themselves or expect to be seen by others (GECAS, 1982;AIKEN, 2012). In other words, by observing their own behavior through the reactions of others, who accept, reject or renegotiate these public images, people maintain or modify their selfconcepts (FERREIRA; MOURA; SOUKI, 2014;.…”

Section: Profession Identity and Imagementioning

confidence: 99%

“…Based on reflective assessments of the self, professional image is defined as "the aggregation of key constituents (...) and perceptions of competence and character" (ROBERTS, 2003, p.687). A person who builds his image as a competent professional is seen by his stakeholders (former colleagues, superiors, subordinates, competitors and clients) as being able to meet the technical and social requirements of his activities (IBARRA, 1999;ROBERTS, 2003;AIKEN, 2012;FERREIRA;SOUKI, 2014;.…”

Section: Profession Identity and Imagementioning

confidence: 99%

“…An image is formed by elements of several dimensions that can be classified as tangible or intangible, measurable or not, mutable or immutable (MAY, 1974), and characterized as cognitive, symbolic, emotional and functional according to Dobni andZinkhan (1990), De Toni, Milan andSchuler (2005) and Ferreira, Moura and Souki (2014;.…”

Section: Image and The Elements Of Its Four Dimensionsmentioning

confidence: 99%

See 3 more Smart Citations

Nurse's professional image: perception according to its stakeholders

Silva¹,

Vasconcelos²,

Souki³

2022

JHS

View full text Add to dashboard Cite

The objective of this research was to find out what image stakeholders have of the Nursing and the nurse from the cognitive, functional, symbolic and emotional. Therefore, a qualitative, descriptive and field research was carried out, together with 38 stakeholders in the Metropolitan Region of Belo Horizonte, Minas Gerais. Were selected for convenience and accessibility (Nursing professionals, professors, students, related professionals and/ or competitors of nurses and patients in side dish). The interviews were recorded and later transcribed, the stakeholders were volunteers and were able to express their opinion freely and spontaneously, there is no risk to the participants. Data analysis followed the stages of collection, treatment and interpretation, with content and enunciation. It was found that there is no uniform conception of the perceived image of nurses, their way of acting and their concern with care. The professionals devalue and, even with knowledge and skills, the class does not know how to act, cannot convey the realities of contemporary Nursing practice and translate its importance to the public. Although there have been some changes over time, the almost all the images of the profession are negative, imprecise and perpetuating stereotypes.

show abstract

“…A profession is an occupation characterized both by the possession of a specialized set of knowledge and by the commitment to service (SARANGI; ROBERTS, 1999;FERREIRA;SOUKI, 2014;.…”

Section: Profession Identity and Imagementioning

confidence: 99%

Section: Profession Identity and Imagementioning

confidence: 99%

Section: Profession Identity and Imagementioning

confidence: 99%

Section: Image and The Elements Of Its Four Dimensionsmentioning

confidence: 99%

See 2 more Smart Citations

Nurse's professional image: perception according to its stakeholders

Silva¹,

Vasconcelos²,

Souki³

2022

JHS

View full text Add to dashboard Cite

show abstract

“…The professional's image generates the profession's own identity, which is a social phenomenon that can be understood as a synthesis of multiple and distinct determinations; man as "being in the world," seeks the development of his concrete identity that defines men as equal to one each other and different from one another, in a constant movement, which takes place in historical and social conditions (CIAMPA, 1999). In terms of studies in Brazil, -among others -Madureira, Amorim e Souki (2007) can be mentioned; when it is about the image and identity of Physical Therapy; Narderer and Lima (2005) regarding the nursing image, Grasseli e Souki (2007) identified the image of architects, Mendes, (2008), described the image of the psychologist, Santos, (2013), investigated the teaching image and Ferreira, Moura and Souki, (2014), worked with the pharmacist's image. These researchers were concerned with the subject probably because, as stated by Moura et al, (2016), negative stereotypes of profession can have serious consequences.…”

Section: Introductionmentioning

confidence: 99%

The Accountant's Image From The Stakeholders Perspective

Júnior

Moura

Ituassu

et al. 2019

SCG

View full text Add to dashboard Cite

The purpose of this research was to describe the image of the accountant's profession in small and medium sized companies, through the analysis of functional, cognitive, emotional, and symbolic dimensions, for which it has opted for an exploratory research with a qualitative approach. 20 people were interviewed, 5 accountants, 1 course coordinator, 9 businessmen, 2 members of the Regional Council of Accounting and 3 accounting professors. By means of content analysis it was identified that the accountants see their profession as little valued in the market; however on the rise. Also, they see changes in legislation as an opportunity for change in the image of their profession. Entrepreneurs consider accounting as a link between companies and the government: necessary, obligatory and capable of solving their bureaucratic obligations. One of the contributions of this research is presenting a deepening of the knowledge of the image of the accountant, considering several stakeholders. Considering the managerial implications, accountants, professors and the Accounting Regional Council need to work on the profession's image in order to change it, showing the real importance of the accountant professional for the companies continuity and growth. The accounts can seek to improve points such as customer service, the office organization and the constant updating of the legislation.

show abstract

Imagem do esteticista sob a ótica dos stakeholders

Dias¹,

Vasconcelos²,

Souki³

2019

Pretexto

View full text Add to dashboard Cite

Este trabalho averiguou a percepção dos stakeholders sobre a imagem da profissão e do profissional da Estética. Para tanto, foi realizada uma pesquisa qualitativa e descritiva, por meio de 49 entrevistas semiestruturadas. Os entrevistados foram solicitados a fazer desenhos sobre a profissão e do profissional da Estética, ilustrando os depoimentos obtidos. Os depoimentos foram analisados utilizando a base teórica sobre as dimensões da imagem De Toni, Milan e Schuler. Os resultados mostram: (i) dimensão cognitiva - a responsabilidade em relação à beleza e à saúde são inerentes às atividades profissionais; (ii) dimensão funcional - cuidados com pele, unhas, aspectos relacionados à aparência e a necessidade de constante aprimoramento profissional; (iii) dimensão simbólica mostrou que profissionais de Estética melhoram a autoestima, promovem bem-estar e geram satisfação aos cientes; (iv) dimensão emocional, foram citados relatos de emoções positivas em relação à prestação de serviços e aos resultados atingidos. Este trabalho inova ao utilizar conceitos de imagem e de marketing para analisar a profissão e o profissional da Estética, trazendo contribuições gerenciais e acadêmicas.

show abstract

A Imagem de Profissões da Saúde Sob a Perspectiva do Marketing

Cited by 3 publications

References 17 publications

Nurse's professional image: perception according to its stakeholders

Nurse's professional image: perception according to its stakeholders

The Accountant's Image From The Stakeholders Perspective

Imagem do esteticista sob a ótica dos stakeholders

Contact Info

Product

Resources

About