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.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

Driving Brand Equity With Radical Transparency

2017 ◽  
pp. 18-62 ◽  
Keyword(s):  
Business Model ◽  
Brand Equity ◽  
Positive Feedback ◽  
Perceived Quality ◽  
Brand Associations ◽  
Equity Model ◽  
Loyal Customers ◽  
Over Time

The main purpose of this chapter is to analyze the categories of brand equity assets through the prism of radical transparency. The results reveal that the brand equity requires investment and disappears over time if not maintained consistently with the selected business model and the company's values. The chapter is dedicated to systemize the theoretical and practical findings over the brand equity elements. Brand loyalty is the first element of the brand equity model. The benefits for the company which uses the radical transparency practices can be simply synthesized into one big advantage - satisfied and loyal customers who generate stable revenues and profits for the company in the long term. Radical transparency has a major impact on stimulating brand awareness as a factor that is particularly important in the sense that the brand must first enter into the considerations set. The company should be ready and open for cooperation with all interested parties and provide positive feedback whenever necessary. This enhances the perceived quality of the brand and the trust. The application of the radical transparency concept in the overall operation of the company enables the creation of a special set of brand associations that create long-lasting relationships with consumers, mixed with positive emotional mix that seals the success in the long term.

scholarly journals Pengaruh Merek Terhadap Kepuasan Pelanggan (Studi Kasus : Furniture Impor B&B Italia)

2019 ◽  
Vol 3 (5) ◽  
pp. 25
Author(s):  
Margaretha Hillary
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Significant Influence ◽  
Brand Image ◽  
Brand Personality ◽  
Analytical Techniques ◽  
Primary Data ◽  
Coefficient Of Determination ◽  
Online Questionnaire ◽  
Beta Coefficient

The purpose of this research is to examine the effect of Brand which dimensions researched are Brand Image, Brand Equity, and Brand Personality, toward Customer Satisfaction. The population used for the research were users of B&B Italia furniture and domiciled in DKI Jakarta. The sample size for this research were 100 respondents. Data used in this research are primary data obtained from online questionnaire and secondary data obtained from books and journals and purposive sampling techniques was employed to process all the data. The analytical techniques that are used in this research are composed of multiple regression analysis using the t test, F test, and the coefficient of determination (R2). Data processing is using the SPSS ver. 25.0 for Windows. The results of this research show that there is a significant influence between Brand Image (X1) and Customer Satisfaction (Y) with the number of beta coefficient is 0.495. There is also a significant influence between Brand Equity (X2) and Customer Satisfaction (Y) with the number of beta coefficient is 0.241. And the last, there is a significant influence between Brand Personality (X3) and Customer Satisfaction (Y) with the number of beta coefficient is 0.175. Based on the coefficient of determination, the independent variables influenced by 60.1% toward the dependent variable and the rest is 39.9% was influenced by another variable which not investigated in this research.

scholarly journals ANALISIS PENGARUH CONSUMER ATTRIBUTES, BRAND AWARENESS ATTRIBUTES, DAN BRAND IMAGE ATTRIBUTES TERHADAP BRAND EQUITY DAN KEPUTUSAN MEMILIH JASA PENDIDIKAN (STUDI KASUS PADA PERGURUAN TINGGI DI BENGKALIS)

2017 ◽  
Vol 5 (1) ◽  
pp. 36
Author(s):  
Dwi Astuti
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Brand Image ◽  
Sampling Technique ◽  
Education Institution ◽  
Research Data ◽  
Brand Awareness ◽  
Higher Education Institution ◽  
Decision Choice

Abstract : The purposes of this study were to analyze the influence of consumerattributes, brand awareness attributes, and brand image attributes simultaneously and partially on the brand equity of higher education institution inBengkalis, the effect of brand equity on the decision of choosing a highereducation institution in Bengkalis, and the indirect influence of consumerattributes, brand awareness attributes, dan brand image attributes throughbrand equity toward decision of choosing a higher education institution inBengkalis. The population in this study were all 2,819 active students enrolledat three higher education institutions located in Bengkalis Islands. Thesamples were 100 students with the sampling technique used was Proportionate Stratified Random Sampling. The research data were analyzed usingpath analysis and processed using SPSS for Windows version 17. The result ofanalysis showed that the consumer attributes, brand awareness attributes, andbrand image attributes jointly affect the brand equity of higher education inBengkalis. Individually, There is also an influence of consumer attributes,brand awareness attributes, dan brand image attributes toward brand equity ofhigher education institution in Bengkalis. In addition, the results obtained alsoshowed that there was an influence of brand equity on the decision of choosinga higher education institution in Bengkalis, in which, the higher and the morethe quality of brand equity have will directly increase the consumer's decisionto choose a higher education institution and vice versa. Beside that, The resultof analysis also showed that the better and  higher the quality of brand equity,the better the influence of consumer attributes, brand awareness attributes, danbrand image attributes toward the decision of choosing a higher educationinstitution in Bengkalis.Keywords : Consumer Attributes, Brand Awareness Attributes, Brand ImageAttributes, Brand Equity, Decision Choice.

scholarly journals Embracing Internationalization in Gearing Malaysian Higher Education Towards Global Education

2021 ◽  
Vol 17 (4) ◽  
pp. 132
Author(s):  
Siti Maziha Mustapha ◽  
Nabilah Abdullah ◽  
Karthiyaini Devarajoo ◽  
Faridah Ibrahim ◽  
Suhida Hani Suid ◽  
...  
Keyword(s):  
Higher Education ◽  
International Students ◽  
Global Education ◽  
Tertiary Education ◽  
Phenomenological Approach ◽  
Structured Interview ◽  
Public And Private ◽  
Education Hub ◽  
Local Students ◽  
Challenges And Strategies

Abstract: Embracing internationalization is the reality in Malaysian tertiary education in this century. Various endeavors and research collaborations have been and are still carried out to achieve the government’s vision to position Malaysia as a tertiary education hub in the region. Using phenomenological approach, this study attempts to highlight challenges and strategies towards achieving internationalization of Malaysian higher education. Twelve lecturers from public and private universities were purposively sampled to discuss issues on internationalization of Malaysian tertiary education. Focus Group Discussions using semi structured interview protocol were undertaken. Data analysis and interpretation were carried out through thematic development. The findings revealed all participants are aware of the pedagogical approaches to be in practice to embrace the dynamics of global cultures convening in Malaysian lecture rooms. They highlighted the advantages of having international students from academic and social perspectives. Also included are ways how local students benefit with the presence of international students. These benefits emerged as participants discussed the consequences of Malaysian campus bereft of international students. In-class challenges and strategies to overcome them were deliberated. The findings also informed lecturers, administrators, and policy makers of relevant aspects to consider when dealing with international students at the tertiary level in Malaysia.   Keywords: global education, internationalization, international students, tertiary education, phenomenology

scholarly journals ІННОВАЦІЙНІ ТЕНДЕНЦІЇ СУЧАСНОЇ ЗАРУБІЖНОЇ ВИЩОЇ ОСВІТИ

2019 ◽  
Vol 133 (2) ◽  
pp. 108-115
Author(s):  
Галина Павлівна Плисенко ◽  
Віктор Орестович Назаркевич
Keyword(s):  
Higher Education ◽  
Labour Market ◽  
Education System ◽  
Global Education ◽  
Professional Training ◽  
Training Programs ◽  
Tertiary Education ◽  
International Trends ◽  
Evidence Summary ◽  
Depth Analysis

The article offers a review of innovative concepts in modern higher education along with providing the in-depth analysis and evidence summary of its key trends that are currently relevant and are gaining popularity in most world countries. Thus, the authors attempt to attain the research objective which is to explore the major global trends and innovations in the area of higher education as well as the opportunities for their application in domestic institutions of higher education. The study used general scientific and special research methods: scientific generalization and systematization – to reveal the characteristics of innovative international trends in higher education; comparative analysis – for mapping certain aspects of the national and world-class higher education; system analysis – to identify the factors driving innovation development in higher education; the logical synthesis – to explain the results of the study. The survey of modern global education trends has enabled to shape the following major innovation tendencies, such as: integration of systems thinking entailing the harmonization of assessment and grading systems and diplomas at different education levels to prevent duplication and improve timely accomplishment of training programs; creating the new and enhancing the current financial aid schemes and funding models that promote actual effective performance, etc.; human vs. artificial intelligence competition; building sustainable communities (from both, socio-cultural and economic perspectives); maintaining a combination of traditional and non-traditional learning which is primarily manifested through offering wider flexible opportunities for adults wishing to get tertiary education or undergo further retraining; identification and assessment of competences as well as ensuring training programs compliance with the needs of the contemporary labour market. It is argued that a failure to respond to the above challenges, the outdated higher education standards that are not keeping pace with technological progress, innovations and growing demand for relevant specialists in the labour market make many of the domestic education institutions lag behind. The education system also fails to pay due attention to modern realia of professional domain and applied issues of professional training which triggers devaluation of University degrees and hence leads to the imbalance in the labour market, characterized at present by a significant unemployment rate among persons with higher education.

scholarly journals Recall vs. Recognition: How the Strength of Sponsor Awareness Influences the Perceived Brand Personality

2021 ◽  
pp. 47-59
Author(s):  
Andreas Runkel ◽  
Holger Preuß
Keyword(s):  
Brand Image ◽  
Brand Personality ◽  
Test Procedure ◽  
Marketing Research ◽  
Federal State ◽  
Long Term Memory ◽  
Brand Associations ◽  
Sports Events ◽  
The One

Aim: The aim of this paper is to investigate whether remembering a sponsor actively (recall) or passively (recognition) has an influence on the perceived brand image. Because brand personality is a psychological and multi-dimensional construct, it is worthwhile to investigate the influence of information retrieval from the long-term memory. Study design:  The study contains two independent samples. On the one hand spectators were interviewed at different sports events that were sponsored by the same brand (field sample). Additionally, a representative sample of the population was drawn and questioned about the same brand outside the environment of sports events (online sample). Place and Duration of Study: Both samples were collected in the federal state of Rhineland-Palatinate in Germany within a period of four months. Methodology: In total, 2761 questionnaires from spectators and 1000 questionnaires from representative online sample of the population in the same region were collected. Regression analyses were conducted to compare the influence of sponsor awareness on brand image with other drivers of image transfer found in literature. Results: Both tests (recall and recognition) show a significant influence on brand image, but they defer in the extent and the addressed dimensions of brand personality. Logistic regressions show that a low sponsor awareness is sufficient to strengthen some general positive brand associations, whereas it requires a higher sponsor awareness to raise intended associations successfully. Conclusion: The strength of sponsor awareness should be considered when selecting the test procedure (recall or recognition test) for measuring image outcomes – both in marketing research and sponsorship controlling. Depending on the type of objectives the sponsor wants to achieve, this can be crucial for a sponsor in strategic management.

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. 

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