EDUCATIONAL BRANDING IN PRIVATE SPANISH UNIVERSITIES: BUILDING BRANDS THAT THE PUBLIC FALL IN LOVE WITH

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

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Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image

Prediction and Causality in Econometrics and Related Topics - Studies in Computational Intelligence ◽

10.1007/978-3-030-77094-5_33 ◽

2021 ◽

pp. 423-433

Author(s):

Dam Tri Cuong ◽

Bui Huy Khoi

Keyword(s):

Empirical Research ◽

Brand Loyalty ◽

Brand Image ◽

Brand Awareness ◽

Mediating Role ◽

The Impact

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Consumer purchase intention of a cosmetic product after the Fukushima nuclear incident

Social Behavior and Personality An International Journal ◽

10.2224/sbp.6676 ◽

2018 ◽

Vol 46 (4) ◽

pp. 551-561 ◽

Cited By ~ 1

Author(s):

Jae Hoon Hyun ◽

Suk Bong Choi

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Equation Modeling ◽

Factors Affecting ◽

The Public ◽

Cosmetic Product ◽

Consumer Purchase Intention ◽

The Impact

We examined the factors affecting consumer purchase intention of a cosmetic product after the Fukushima nuclear incident and the role of distinctiveness in postcrisis recovery. Through a 2-group experiment and structural equation modeling, we found that the incident did not affect the firm's reputation and brand image but it was perceived as a significant threat to health and product safety that consequently negatively affected purchasing intentions. Findings also showed that high distinctiveness is a valid factor in diminishing the impact of crisis. In particular, a firm's reputation and indirect effects on revenue are least affected by, or even positively related to distinctiveness. We have included discussion of the critical implications for firms around the importance of maintaining desirable relationships with the public as preparation for a crisis and for rapid postcrisis recovery.

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Self-Concept, Gender, And Product Type: An Investigation Of Brand Loyalty

Journal of Business & Economics Research (JBER) ◽

10.19030/jber.v10i1.6731 ◽

2011 ◽

Vol 10 (1) ◽

pp. 25

Author(s):

Joseph F. Rocereto ◽

Joseph B. Mosca

Keyword(s):

Brand Loyalty ◽

Brand Image ◽

Product Type ◽

Self Concept ◽

Consumer Attitude ◽

Font Size ◽

Proposed Model ◽

Hedonic And Utilitarian Products ◽

The Impact

Numerous studies have investigated the impact of self-concept brand image congruity on brand loyalty. However, there is a dearth of literature which has assessed this relationship across different product types. Furthermore, there is a lack of understanding regarding the role that gender may play in the creation of such brand loyalty. This study investigates the effects of self-concept brand image congruity on consumer attitude formation and resulting brand loyalty across two different types of products (i.e., hedonic and utilitarian products) and assesses the moderating role of gender within each product type setting. Results reveal that the proposed model is sufficiently robust to explain the effects of self-concept brand image congruities across different product types. Furthermore, this study indicates that gender serves as a moderator in both product type settings, however, in theoretically important different manners.

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CREATING LOVEMARKS THROUGH STUDENTS OF PUBLIC UNIVERSITIES IN IRELAND

Education and New Developments 2021 ◽

10.36315/2021end125 ◽

2021 ◽

Author(s):

Javier Casanoves-Boix ◽

◽

Ana Cruz-García ◽

Maurice Murphy ◽

◽

...

Keyword(s):

Empirical Study ◽

Brand Loyalty ◽

Public Universities ◽

Brand Image ◽

Perceived Quality ◽

Marketing Strategies ◽

Brand Awareness ◽

Suitable Model ◽

Brand Capital

This research was carried out to examine the role of educational brand capital applied to public universities in Ireland. To this end, the main contributions in the literature related to the study of brand capital and its application in the Irish educational sector were analyzed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realized using a sample of 423 valid responses from students at the two main public universities in Cork (Ireland). The results obtained will show the repercussion of each variable of the brand capital relative to the determining variables (brand awareness, brand image, perceived quality, and brand loyalty), while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.

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¿Por qué las instituciones de educación superior deben apostar por la marca?

Revista de Investigación Educativa ◽

10.6018/rie.37.1.291191 ◽

2018 ◽

Vol 37 (1) ◽

pp. 111-127 ◽

Cited By ~ 1

Author(s):

Javier Casanoves Boix ◽

Inés Küster Boluda ◽

Natalia Vila López

Keyword(s):

Higher Education ◽

Empirical Study ◽

Brand Loyalty ◽

Brand Image ◽

Education Sector ◽

Brand Awareness ◽

Educación Superior ◽

Educacion Superior ◽

Brand Capital

A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo, identificando qué variables determinan el mismo en la educación superior. Una vez establecido el modelo de capital de marca susceptible de aplicación en el sector educativo, se lleva a cabo un estudio empírico contando con una muestra cuantitativa de 2.239 respuestas válidas procedentes de distintos agentes universitarios implicados. Los resultados obtenidos muestran la repercusión del capital de marca en lo relativo a las variables que lo determinan, siendo: notoriedad de marca, imagen de marca, calidad percibida de marca y lealtad de marca. This research was carried out to examine the role of brand capital in higher education. For this purpose, the main contributions of the literature related to the study of brand capital and its application in the educational sector were analyzed, identifying which variables determine brand capital in the higher education sector. Once the susceptible brand capital in the higher education sector was established, an empirical study was carried out using a valid sample of 2,239 responses from different university agents involved. The results obtained show the repercussion of the brand capital relative to the determining variables, which are: brand awareness, brand image, perceived quality and brand loyalty.

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The impact of land reform on the development of united territorial communities

Socio-Economic Problems of the Modern Period of Ukraine ◽

10.36818/2071-4653-2020-1-4 ◽

2020 ◽

pp. 29-33

Author(s):

Tamara Smovzhenko ◽

Oryslava Korkuna ◽

Ivan Korkuna ◽

Ulyana Khromyak

Keyword(s):

Land Reform ◽

Agricultural Land ◽

Public Lands ◽

Living Standards ◽

The Public ◽

Legal Documents ◽

Practical Research ◽

The Impact ◽

Land Code

Nowadays, according to decentralization and current legislation (Land Code of Ukraine, Resolution of the Cabinet of Ministers of Ukraine and the Law of Ukraine «On Self-Governance»), the public lands have been transferred to the CTCs since 1 February 2018. In 2018/2019, 788 CTCs received communal ownership of 1.68 ha of public lands. According to the Draft Law «On Amendments to Several Legal Documents of Ukraine on Agricultural Lands Turnover», the consolidated territorial communities become the legal entities and can acquire property rights to agricultural land plots. Therefore, transferring the lands to be used by the newly created CTCs is currently an urgent issue that requires extended scientific and practical research. The paper aims to research the role of land reform in Ukraine and its impact on increase of CTCs’ budget revenues. The stages of land reform and the development of the land reform in Ukraine as well as its implementation strategy are outlined. The disparities of the integrated satellite map and the data of the Land Cadaster of Ukraine in terms of unregistered lands are defined. The amount of a CTC budget’s increased revenues due to the reform is estimated. Statistical data on small, medium, and large farmers and their interest in the land reform are analyzed. The terms of selling the land to foreign investors and conditions of participation in land auctions are examined. The mechanisms of land purchase, selling, and lease in line with the land reform are suggested. Generalizing the presented aspects of the land reform in Ukraine and their impact on economic activity of the newly created CTCs, it can be argued that the process is quite positive and necessary for both communities and businesses in order to get additional budget revenues for CTCs. The land reform improves the living standards of Ukrainian people through the disclosure of the country’s agricultural capacity.

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Administrative elites and the crisis: what lies ahead for the senior civil service in Greece?

International Review of Administrative Sciences ◽

10.1177/0020852314533453 ◽

2014 ◽

Vol 80 (4) ◽

pp. 709-725 ◽

Cited By ~ 4

Author(s):

Calliope Spanou

Keyword(s):

Public Administration ◽

Economic Crisis ◽

Civil Service ◽

Civil Service Reform ◽

The Public ◽

Administrative Elites ◽

The Impact ◽

The Relationship

The nature of the relationship between the public administration and politics and the subsequent role of the administration appear to be incompatible with the emergence of an administrative elite. After analysing the reasons for this incompatibility, the article explores the impact of the measures taken in the wake of the economic crisis on the civil service and its reform, and also the prospects for the development of a senior civil service. The key, and also the challenge, to any change in this direction remains the rebalancing of the relationship between the public administration and politics. Points for practitioners What might interest practitioners is the issue of the conditions of effectiveness of civil service reform in times of economic crisis and significant pressure.

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How does the public and private university environment affect students’ entrepreneurial intention?

Education + Training ◽

10.1108/et-12-2016-0187 ◽

2017 ◽

Vol 59 (6) ◽

pp. 550-564 ◽

Cited By ~ 5

Author(s):

Mario Duarte Canever ◽

Maria Renata Martínez Barral ◽

Felipe Garcia Ribeiro

Keyword(s):

Business Students ◽

Private Universities ◽

Principal Component ◽

Private University ◽

Entrepreneurial Intention ◽

Public And Private ◽

Content Type ◽

University Environment ◽

The Public ◽

The Impact

Purpose The purpose of this paper is to explore the causal links between public and private university environments and the entrepreneurial intention (EI) of students. Design/methodology/approach The impact of different university environments on the students’ EI was checked using a model adapted from Krueger et al. (2000). The study comprised a sample of students enrolled in business administration from three public and three private universities at first semester (freshmen) and at the last two semesters (senior) in Brazil. The model was measured through various questions and later assessed by principal component analysis to build constructs. Via t-test and path analysis the EI and the antecedents were subjected to a comparative analysis to test the equality of the models across the four categories emerged. Findings The two main types of Brazilian university environments (public and private) do not present significant differences in the way they influence EI and its antecedents. Both the tests of means and the tests of measurement of the structural relations between constructs confirm this finding with only a few exceptions. The result of this study is opposed to other studies carried out in Brazil, by showing that the public university environment is not worse for the entrepreneurship than the private. The environmental effects are mostly equal and they as a whole are not conducive to the development of EI. Research limitations/implications The study comprises business students only, and enrolled on regular universities. It is worth highlighting that evidence was brought to the debate for a group of universities in Brazil. Replicating the study with students from other areas and other universities, as well as students in Master’s and Doctorate programs could enrich the analyses. Practical implications This study provides insight into entrepreneurship education, as to which the university environment is conducive to the entrepreneurship. It brings insights for the development of entrepreneurial universities. Originality/value This study contributes to understanding the differences between the public and private universities environment regarding students’ EI.

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Building Enthusiasm and Overcoming ‘Fear’: Engaging with Christian Leaders in an Age of Science

10.31235/osf.io/58f3c ◽

2020 ◽

Author(s):

Lydia Reid

Keyword(s):

Science And Religion ◽

Church Leaders ◽

Christian Leadership ◽

The Public ◽

Ministerial Training ◽

Lay Reader ◽

The Impact ◽

The Relationship ◽

Christian Leaders

In popular culture the relationship between science and religion has often been portrayed as one of conflict. The impact of the conflict thesis can be observed in church leaders’ hesitancy in talking about science and religion in the public domain. It was this finding that led Revd Professor David Wilkinson (cosmologist and theologian) and Professor Tom McLeish (physicist and Anglican lay reader) to form the project ‘Equipping Christian Leadership in an Age of Science’ funded by The Templeton World Charity Foundation. The data presented in this article (collected during 2015-2018) is derived from two discreet pieces of research. The first consisting of a survey of over 1,000 church leaders and interviews with 20 senior church leaders and, the second, with a strategic focus on ministerial training comprised of 12 interviews with church educationalists. This paper reflects on the findings from both pieces of research – covering topics such as church leaders’ enthusiasm towards science, how church leaders view the relationship between science and religion and the role of compartmentalisation in ministerial training. The article is unique in providing sociological analysis on the relevant data and including a personal reflection by David Wilkinson – the project’s director – on the implications of the research for ministerial training and science.

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Brand attachment and oppositional loyalty: The moderating role of moral identity

Social Behavior and Personality An International Journal ◽

10.2224/sbp.10804 ◽

2021 ◽

Vol 49 (10) ◽

pp. 1-18

Author(s):

Guo Cheng ◽

Weiping Yu

Keyword(s):

Brand Loyalty ◽

Moral Identity ◽

Customer Relationships ◽

Dimensional Structure ◽

Brand Attachment ◽

Corporate Managers ◽

The Impact ◽

Positive Effect ◽

Moderating Role

Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.

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