scholarly journals Repositioning An Academic Department To Stimulate Growth

2011 ◽  
Vol 2 (1) ◽  
pp. 1-18
Author(s):  
Cassandra C. Elrod ◽  
William J. Daughton ◽  
Susan L. Murray ◽  
Caroline M. Fisher ◽  
Barry B. Flachsbart
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Academic Department ◽  
Academic Departments ◽  
Customer Base ◽  
Brand Meaning ◽  
Systematic Process ◽  
Market Perception ◽  
Equity Model

The complexity of the market in higher education, and the lack of literature regarding marketing, particularly branding, at the academic department level, presented an opportunity to establish a systematic process for evaluating an academic department’s brand meaning. A process for evaluating a brand’s meaning for an academic department is developed in this paper using Keller’s Customer Base Brand Equity model. This process will aid academic departments experiencing perception problems or wishing to improve their brand to better understand their existing brand meaning and assess the alignment between the student market perception and the industry market perception. This systematic process for evaluating a brand’s meaning is presented as applied to a case study. 

The Casual Chain of Relationship Among the Antecedents of Brand Equity in Pakistan's Higher Education Sector

2019 ◽  
Vol 12 (1) ◽  
Author(s):  
Muhammad Shafiq Gul ◽  
Farzand Ali Jan ◽  
Kashif Amin
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Causal Chain ◽  
Education Sector ◽  
Mediating Role ◽  
Brand Meaning ◽  
Attachment Strength ◽  
Relationship Factors ◽  
Students Satisfaction

The stud aims at investigating brand equity along with its relevant determinants specifically thestudents' preferences as proposed in earlier literature then institutes of higher studies will be not onlyattract a mass number of students' but be able to serve the society in a far better manner. In addition,the objective of this study is also to examine the causal chain of a relationship among the antecedentsof brand equity like students preferences, brand meaning, students' satisfaction, trust, andcommitment with the mediating role of attachment strength in the higher education sector ofPakistan. A survey questionnaire was used for the collection of data from graduate level students ofPakistani Universities from Khyber Pakhtunkhwa (KPK), Azad Jammu & Kashmir (AJK) and GilgitBaltistan. A sample of 255 students was analyzed using SmartPLS3.2.7. The findings of the studyrevealed that there exists a causal chain of a relationship among the constructs of the conceptualmodel. Furthermore, attachment strength fully mediates between brand meaning and therelationship factors like Students' satisfaction, and trust while partially mediates amid brand imageon student commitment. This paper is an effort to provide ample guidelines to the policymakers inthe higher education sector. Keywords: Brand Meaning, Relationship Factors, Attachment Strength, Higher Education

Sponsorship of Case Study Competitions and Impact on Brand Equity-An Exploratory Study in the UAE Higher Education Sector

2017 ◽  
Vol 7 (2) ◽  
pp. 24-44
Author(s):  
Muneeza Shoaib ◽  
Vijaya Kumar ◽  
Neelofer Mashood ◽  
Hameedah Sayani
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Exploratory Study ◽  
Quantitative Data ◽  
Descriptive Statistics ◽  
Brand Awareness ◽  
High Importance ◽  
Equality Of Means

This exploratory article aims to evaluate the effectiveness of case study competitions in promoting the brand equity of sponsors and organizers. The article compares the managerial objectives with the responses of participating students who are the targeted audience of the marketing communications of the sponsors and examines the alignment between managerial objectives and the perceptions of participants. The quantitative data using surveys is collected from sponsors and organizers, and participants in the competition. The data is analysed using frequency tables, descriptive statistics, F-tests for equality of variances and T-tests for equality of means. The findings suggest that managers attach high importance to brand awareness (cognitive aspect), brand images and attitude (affective aspect) and less importance to brand loyalty (behavioural aspect) to enhance brand equity through sponsoring academic competitions. However, participants' responses indicate that the brand awareness aspect is not effectively realized as compared to other brand equity dimensions.

scholarly journals Exploring Brand Personality in Higher Education

2021 ◽  
Author(s):  
Antra Roskosa ◽  
◽  
Yulia Stukalina ◽  
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Global Education ◽  
Brand Image ◽  
Tertiary Education ◽  
Brand Personality ◽  
Brand Associations ◽  
Complex Concept ◽  
Marketing Orientation ◽  
Equity Model

The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.

The Equity Paradox Typology: An Application of Critical Race Methodology to Redress Racial Harm Against Faculty of Color

2021 ◽  
pp. 107780042110218
Author(s):  
Marlon C. James ◽  
John A. Williams ◽  
Ana Carolina Díaz Beltrán ◽  
Mónica Vásquez Neshyba ◽  
Quinita Ogletree ◽  
...  
Keyword(s):  
Higher Education ◽  
Qualitative Research ◽  
Racial Discrimination ◽  
Faculty Of Color ◽  
Academic Departments ◽  
Power Dynamics ◽  
Critical Race ◽  
Critical Race Methodology

This inquiry unearths the stratified nature of racial harm in higher education by applying counterstorytelling to fashion an equity case study on racial harm. Racial harm consists of four conditions (hyper-cognition, hyper-isolation, hyper-distress, and hyper-reactivity) brought on by persistent exposure to racial discrimination embedded subtlety within academic departments as a series of racialized conflicts (diversity & curriculum clashes, and relational & power dynamics). To advance the use of qualitative research to end racism in higher education, we offer a true-telling framework, a guide for talking back, a research typology to unearth the pandemic of racism infecting faculty relations.

Measuring Brand Equity for Higher Education: a Case Study of CFVG in Vietnam

2019 ◽  
Vol 11 (0009-SPECIAL ISSUE) ◽  
pp. 189-197
Author(s):  
Tri Dung Vu ◽  
Thuy Linh Le ◽  
Thi Thu Phuong Hoang ◽  
Thị Phi HoàiĐỗ
Keyword(s):  
Higher Education ◽  
Brand Equity

scholarly journals Departmental action teams: Empowering students as change agents in academic departments

2020 ◽  
Vol 4 (1) ◽  
pp. 128-137
Author(s):  
Daniel Lee Reinholz ◽  
Alanna Pawlak ◽  
Courtney Ngai ◽  
Mary Pilgrim
Keyword(s):  
Higher Education ◽  
Educational Change ◽  
Undergraduate Education ◽  
Change Agents ◽  
Power Sharing ◽  
Academic Departments ◽  
The Usa ◽  
Working Together

Supporting and sustaining positive educational change is an area of increasing focus in higher education and remains a persistent challenge. Using student partnerships is one promising way to help promote these much-needed changes. This case study focuses on Departmental Action Teams (DATs), which are groups of faculty, students, and staff working together in the same department to make sustainable improvements to undergraduate education. Here we focus on DATs from four different departments, across two research-intensive universities in the USA, to draw attention to the important roles that students play as change agents in these groups. We also reflect upon the inherent challenges in building partnerships that incorporate meaningful power sharing to effect educational change

Communicating the Athlete as a Brand: An Examination of LPGA Star Suzann Pettersen

2015 ◽  
Vol 8 (3) ◽  
pp. 371-388 ◽  
Author(s):  
Elsa Kristiansen ◽  
Antonio S. Williams
Keyword(s):  
Brand Equity ◽  
Qualitative Case Study ◽  
Management Team ◽  
Real World Setting ◽  
Personal Brand ◽  
Challenges And Opportunities ◽  
Equity Model ◽  
Human Brands ◽  
Shed Light

This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.

Sign in / Sign up

Export Citation Format

Share Document