Using the method semantic differential in the analysis of the competitiveness of the institution (for example VSUES)

• Shevchenko Yu.A.

  Vladivostok State University of Economics and Service
  Vladivostok. Russia

Competitiveness of the university associated with the perception of the image of the organization, its integrity and semantic meaning in the minds of consumers. Clear and stable boundaries of the image of the university give large organizations a competitive advantage in a competitive market. In this article, an attempt to study the perception of the image of the university by the classical semantic differential Charles Osgood.

Keywords: semantic differential, competitiveness.