The Image and Perceived Quality of Universities as Important Dimensions for Building University Brand Equity -Case Study Involving Albanian Students

2015 ◽  
Vol 3 (2) ◽  
pp. 40 ◽  
Author(s):  
Vjollca Hysi ◽  
Irma Shyle
Keyword(s):  
Higher Education ◽  
Brand Equity ◽  
Consumer Satisfaction ◽  
Perceived Quality ◽  
Personal Identification ◽  
The Cost ◽  
University Degree ◽  
The University ◽  
The Impact

Research has shown that the probability of employment for individuals lacking proper qualification is four times smaller than that of those who possess proper qualification. Qualification helps people to occupy a decent job, that is to say a good paying job, with quality working conditions supplied by social and legal benefits and protection. A higher education degree is an investment in human capital however and in our country, the cost of this investment per individual is relatively high compared to the expected income. Since the investment to have a university degree is a rare purchase and for most students can be the first and last purchase, therefore the choice of university must be carefully evaluated which means that the image and the university's perceived quality can be the main selection criteria by students. Studies about brands, describe the impact of brand image through identification with the customer. This includes personal identification, where customers can identify themselves with some brands and therefore develop a level of fondness towards them. Therefore it can be suggested that people can enrich their image through the image of the brands they buy and use. Therefore, university students, as the most important group of interest are likely to identify their own self with the university they choose. Images of the university as a brand can be used by students to enrich their image, for example, students can begin to call themselves "boy / girl of X University". Andreassen and Lindestad (1998) have found that consumer retention is influenced by the image of corporate and consumer satisfaction. Within the context of a higher education, loyalty fostered by students can be furthered by the students' own perceived image of the university, as the observed quality of the university. This paper will attempt to treat the influence of perceived quality and image of the Albanian universities as the choice of study provided to Albanian students as well as the impact that these dimensions of brand equity impress upon Albanian universities.

scholarly journals Why do people apply for admission to Moscow universities? An analysis of the reasons and development of recommendations

2021 ◽  
Vol 16 (4) ◽  
pp. 105-119
Author(s):  
Evgeniya Jukova ◽  
◽  
Maxim Kozyrev ◽  
Irina Ilina ◽  
◽  
...  
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Survey Questionnaire ◽  
Internet Resources ◽  
Level Of Training ◽  
The Cost ◽  
The University ◽  
Source Of Information

When there is high competition between universities for applicants, research into the applicants’ motives becomes relevant. This research used a survey questionnaire, the results of which were subjected to correlation analysis. The survey involved students from four Moscow universities, differing in both rating and quality of admission. The main reasons why applicants choose their university were the availability of budget places and the cost of training. The source of information about the university is also important. Modern youth (and also their parents) focus mainly on Internet sites for applicants and on the university’s website social networks. The role of Internet resources will only increase in the future although traditional forms of attracting applicants, such as open days and Olympics should not be discounted. They attract at least a quarter of the admissions. The research revealed that school graduates who are strongly oriented toward higher education prepare for exams very seriously. More than two-thirds of all students surveyed noted several options for preparing for the exam. However, not all applications had a solid life position with regard to their future profession. Many have chosen those courses that are easier to pass. One of the important factors in making a choice and in preparation is the image of the university. The higher the rating of the university, the more motivated applicants it attracts and as a result, the level of training of graduates also increases. It is proposed that distance forms of participation in university events are developed so as to expand coverage.

scholarly journals How Do Marital Status And Gender Affect The PRR To A University Degree In Australia?

2011 ◽  
Vol 4 (7) ◽  
pp. 19
Author(s):  
Sarah Wright
Keyword(s):  
Higher Education ◽  
Marital Status ◽  
Rate Of Return ◽  
Income Data ◽  
And Gender ◽  
The Cost ◽  
University Degree ◽  
The Impact ◽  
Private Rate ◽  
Housing Survey

While Australian evidence suggests that the Private Rate of Return (PRR) to a university degree in Australia has gradually declined with increases in the cost of higher education, these studies have only measured the PRR for the average male and average female. This paper uses income data from the ABS Income and Housing Survey (2003-04) CURF to measure the impact of the 2005 increase in HECS fees on the PRR based on gender and marital status. This paper shows that the return to a university degree is largely affected by both gender and marital status and studies that measure the PRR to a university degree for single males and single females with no dependent children underestimate the PRR for most male graduates and overestimate the PRR of female graduates.

scholarly journals The Impact of Brands on Consumer Buying Behavior

2016 ◽  
Vol 5 (4) ◽  
pp. 1-16 ◽  
Author(s):  
Ulas Akkucuk ◽  
Javed Esmaeili
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decisions ◽  
Brand Name ◽  
Buying Behavior ◽  
Brand Association ◽  
The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

INHERITANCE MECHANISM REALIZATION DURING ELECTRONIC DEVELOPMENT OF EDUCATIONAL PROGRAMS

2019 ◽  
Vol 2019 (11) ◽  
pp. 62-69
Author(s):  
Алексей Сергеев ◽  
Aleksey Sergeev
Keyword(s):  
Educational Programs ◽  
Functional Requirements ◽  
Effective Mechanism ◽  
Multiple Inheritance ◽  
Development Tool ◽  
Educational Programmes ◽  
The Cost ◽  
The University ◽  
The Impact

The article describes the implementation of the mechanism of inheritance of educational programs in the process of electronic development of educational documentation of the university. The purpose of the inheritance mechanism is to improve the processes of automated development of educational programmes and to ensure internal consistency of educational documentation. In the course of the study, the concept of inheritance of educational programs was introduced as a mechanism to take into account the information of parental educational programs when describing the elements of subsidiary programs corresponding to this information. The possibilities of applying the inheritance mechanism in situations: 1) preparation of documentation of similar programs implemented on different forms of training are disclosed; 2) creation of different versions of documentation of educational programs, depending on the year of reception; 3) creating one child program based on several parents; 4) multiple inheritance of a series of related educational programs. Functional requirements for the educational program development tool system are described for each of the above situations. Actual data on the impact of the inheritance mechanism in the development of educational programmes are presented. Thus, the inheritance of educational programs is an effective mechanism for developing educational documentation in an electronic environment. This mechanism significantly reduces the cost of developing similar programs, as well as improving the quality of the university 's educational documentation by improving the consistency of its parts.

scholarly journals The Impact of Knowledge Management Processes on the Quality of Higher Education from the Perspective of University Professors: A Case Study of the Professors of the Faculty of Economic and Commercial and Administrative Sciences, University of Biskra – Al

2020 ◽  
Vol 13 (44) ◽  
pp. 28-54
Author(s):  
أ. جمعة خير الدين ◽  
أ. أحلام دريدي ◽  
أ. صبرينة خليل
Keyword(s):  
Higher Education ◽  
Knowledge Management ◽  
University Professors ◽  
Quality Of Higher Education ◽  
Management Processes ◽  
The University ◽  
The Impact ◽  
Knowledge Management Processes

This study aimed to identify the impact of knowledge management processes on the quality of higher education from the viewpoint of university professors at the Faculty of Economic,Commercial and Administrative Sciences at the University of Muhammad Khaydar Biskra. To achieve this objective, the descriptive analytical and case study method was used. Thestudy population was 195 professors, 109 of whom were selected as a sample of the study. To collect data from the study sample, a questionnaire was used. 195 questionnaires weredistributed to the study sample, but 72 questionnaires were returned at a rate of return (66.05%). Then the hypotheses were tested based on a set of research methods, using theSPSS software. Major findings of the study indicated a statistically significant effect of knowledge management processes with their dimensions (quality of scientific research,quality of student services and graduates, quality of curricula and study programs) on the quality of higher education among professors of the Faculty of Economic, commercial andadministrative sciences at the University of Biskra. The study concluded with a set of recommendations, including the adopting knowledge management processes approach todevelop and improve the quality of higher education institutions, utilizing and activating professors' roles, knowledge, ideas and expertise.Keywords: knowledge management, knowledge management processes, higher education quality, university professors, University of Biskra.

scholarly journals The Impact of Sponsorship on Brand Equity of Cellular Networks in Hyderabad Pakistan

2020 ◽  
pp. 1-12
Author(s):  
Asif Ali Shah ◽  
Haris Memon ◽  
Ayesha Noor ◽  
Syeda Sidra ◽  
Aqsa Bhutto ◽  
...  
Keyword(s):  
Brand Equity ◽  
Mobile Networks ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Primary Data ◽  
Network Access ◽  
Telecommunication Services ◽  
The Impact

Wireless and mobile networks are quickly becoming the consequential type of network access for telecommunication services and with the emergence of modern technologies the number of users has also increased numerously. Similarly, In Pakistan advance facilitating promotions and improved service quality of mobile networks have enormously raised 161.24 million users of mobile networks till july-2019. Due to the innovative advancement and Hi-tech competition in the market the networks use different strategies to retain and sustain the brand equity such as, Linking the brand with an event via sponsorship enables companies to reach consumers’ interest and attention by associating with the events that hold great importance to them. This research article is based on determining the effect of sponsorship on the components of brand equity such as brand loyalty, brand awareness and perceived quality. The methodology adopted for this using a survey questionnaire based on 5-likert scale, and the primary data collection source was sample of 160 respondents. The reliability and regression analysis were used to determine the effects of sponsorships. The results of the reliability shows that the Cronbach’s Alpha lies in the range of good and excellent, Furthermore, it indicate that the sponsorship have positive and significant impact on brand awareness, brand loyalty and perceived quality. Therefore, Managers need to increase the use of sponsorship as a tool, for effective marketing communication, sponsor events for which their customers are emotionally connected and use its attention for their brand and build strong brand equity. In a highly competitive environment, sponsorship activities can help telecom companies attain a completive edge over others.

“A Wedding Ceremony Between Industry and the University”

2017 ◽  
Author(s):  
Charles Dorn
Keyword(s):  
Higher Education ◽  
Low Cost ◽  
Colleges And Universities ◽  
South Florida ◽  
Undergraduate Instruction ◽  
Institutional Prestige ◽  
History Of ◽  
The Cost ◽  
University Degree ◽  
The University

This chapter discusses the rising ethos of affluence in higher education, which had profound implications for colleges and universities. Whereas earlier in the century, commercialism had led a growing number of Americans to value higher education as a means by which to achieve professional success, many people now concluded that a university degree was a ticket to the good life. In addition to demonstrating the effects of a social ethos of affluence on students' approaches to higher education, the history of the University of South Florida illustrates how colleges and universities similarly prioritized acquiring wealth during the second half of the twentieth century. Although established as a low-cost institution dedicated to undergraduate instruction, the University of South Florida eventually sought to become an affluent “multiversity” by pursuing lucrative research contracts, establishing technology transfer and patent and licensing offices, and raising revenue by increasing the cost of undergraduate education, all in an effort to generate financial resources and elevate institutional prestige.

A theoretical framework for managing intellectual capital in higher education

2019 ◽  
Vol 33 (5) ◽  
pp. 919-938 ◽  
Author(s):  
Giuseppina Iacoviello ◽  
Elena Bruno ◽  
Antonella Cappiello
Keyword(s):  
Higher Education ◽  
Intellectual Capital ◽  
Education Institution ◽  
Theoretical Framework ◽  
Content Type ◽  
Quality Of Higher Education ◽  
Pilot Model ◽  
The University ◽  
The Impact

Purpose The purpose of this paper is to identify, through the preparation of a theoretical framework, the drivers able to highlight the relationships between universities and stakeholders in the area of higher education. It also intends to stress the importance of intellectual capital (IC) regarding its contribution to create the quality of higher education. Design/methodology/approach The method, through the repetition of different “rounds” of interviews with questionnaires, tends therefore to create situations of comparison, verification and discussion of the different hypotheses prefigured, and then come to a convergence of both scenarios and dates of realization. Findings The paper provides a system of indicators for assessing the quality of relationships between stakeholders in the key processes of the universities. Research limitations/implications The paper provides a pilot model that needs further adjustments in itinere, based on rigorous empirical tests conducted to confer on it the characteristics of universal applicability within the university context. Practical implications The major contribution of the model is evident from the resulting interpretative process, which makes it possible to deduce, from the performance indicators, the strategies put in place by the university to achieve their goals, that is, to prepare any interventions for the optimization of the management of IC which can create the quality of higher education institution. Originality/value None of the models presented in the literature details the quality of the relationship between stakeholders in the key processes of the universities and therefore neither investigates the impact produced by them on the performance of the university nor on the way stakeholders perceive the usefulness of the knowledge transmitted or the level of customer satisfaction achieved, as indeed the most recent research on the subject envisages.

Consequences of customer experience quality on franchises and non-franchises models

2019 ◽  
Vol 47 (3) ◽  
pp. 311-330
Author(s):  
Emerson Wagner Mainardes ◽  
Vinicius Costa Amorim Gomes ◽  
Danilo Marchiori ◽  
Luis Eugenio Correa ◽  
Vinicius Guss
Keyword(s):  
Brand Equity ◽  
Perceived Risk ◽  
Purchase Intention ◽  
Group Analysis ◽  
Customer Experience ◽  
Perceived Quality ◽  
Content Type ◽  
Confirmatory Factor ◽  
The Impact

Purpose The purpose of this paper is to verify the differences of the influence of customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention of franchise customers and non-franchise customers. Design/methodology/approach After developing two questionnaires, the authors collected 523 responses from Brazilian franchise users (Questionnaire 1) and 574 of non-franchise users (Questionnaire 2). The authors proceed to a confirmatory factor analysis, based on covariance (CB-SEM). In order to compare the results between franchises and non-franchises, the authors have performed a multi-group analysis with support of AMOS. Findings The results show that customer experience quality of the franchise customers tends to result in a better purchase intention, giving indications of better quality and brand trustworthiness when compared to non-franchises. This comparison shows indications of the competitive advantage of franchises over non-franchises, justifying the investments that market companies have been making in the development of the customer experience quality. Originality/value The research contributes to the understanding of the impact of the customer experience quality on brand equity, brand trustworthiness, perceived quality, perceived risk and purchase intention that directly affects the performance of the franchises, empirically investigating the customer experience quality in the context of franchises using the adapted EXQ scale. Complementarily, it is compared with non-franchises to observe the differences between them.

The impact of flipped classroom in MBA’s evaluation

2017 ◽  
Vol 59 (9) ◽  
pp. 914-928 ◽  
Author(s):  
Isabel Scafuto ◽  
Fernando Serra ◽  
Eduardo Mangini ◽  
Emerson Antonio Maccari ◽  
Roberto Ruas
Keyword(s):  
Higher Education ◽  
Flipped Classroom ◽  
Teaching Strategy ◽  
Perceived Quality ◽  
Content Type ◽  
Mba Students ◽  
The Impact ◽  
Linear Regressions ◽  
Structured Questionnaire

Purpose The purpose of this paper is to evaluate the perceived quality of the service environment, regarding the use of the flipped classroom, through a survey of MBA students. Design/methodology/approach Four hypotheses were developed from the literature in marketing and quality services in higher education. The hypotheses were tested using linear regressions. The data were collected using a structured questionnaire. The sample had 981 effective responses. Findings The results of the statistical analysis show that the evaluation of the perceived quality of the educator and course are positively affected by the use of the flipped classroom. Research limitations/implications Only one higher education organisation was studied. The variables analysed have no mediation and moderation, which is a suggestion for future studies. Originality/value This paper contributes to studies of higher education services and quality, as it shows the influence of the process on the educator. In higher education, the educator is usually considered independent, having a strong influence on perceived quality. The study contributes to the theme by showing the flipped classroom as an effective teaching strategy that requires further empirical study.

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