Brand management in higher education: The University Brand Personality Scale

2016 ◽  
Vol 69 (8) ◽  
pp. 3077-3086 ◽  
Author(s):  
Philipp A. Rauschnabel ◽  
Nina Krey ◽  
Barry J. Babin ◽  
Bjoern S. Ivens
Keyword(s):  
Higher Education ◽  
Brand Management ◽  
Brand Personality ◽  
Personality Scale ◽  
The University ◽  
Brand Personality Scale ◽  
University Brand

scholarly journals APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT

Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 137-146
Author(s):  
Liang Rui ◽  
Kateryna Prokopenko ◽  
Svitlana Vovchok
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Brand Management ◽  
Educational Institutions ◽  
Management Tools ◽  
External Resources ◽  
Urgent Task ◽  
Object Of Study ◽  
The University ◽  
University Brand

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.

The Brand-Personality Scale

1999 ◽  
Vol 40 (3) ◽  
pp. 48-55 ◽  
Author(s):  
Judy A. Siguaw ◽  
Anna Mattila ◽  
Jon R. Austin
Keyword(s):  
Brand Personality ◽  
Personality Scale ◽  
Brand Personality Scale

scholarly journals Development and validation of a new measure of travel destination personality

Psihologija ◽  
2020 ◽  
Vol 53 (1) ◽  
pp. 65-85
Author(s):  
Sanja Kovacic ◽  
Tamara Jovanovic ◽  
Bojana Dinic
Keyword(s):  
Factor Structure ◽  
Brand Personality ◽  
Criterion Validity ◽  
Final Version ◽  
Travel Destination ◽  
Personality Scale ◽  
Development And Validation ◽  
Brand Personality Scale

The main aim of this study was to develop a new scale for measuring travel destination personality ? the Destination Personality Scale (DPS). It was assumed that DPS will confirm the applicability of the five-factor structure of the original Brand Personality Scale (BPS) by Aaker (1997) when more appropriate adjectives for the description of travel destination personality are generated. Results confirmed the five-factor structure of DPS, with dimensions Excitement, Sincerity, Competence, Ruggedness, and Sophistication. The final version of DPS consists of 24 items and subscales showed good construct (convergent and discriminant) and criterion validity, as well as reliability.

The brand-personality scale

1999 ◽  
Vol 40 (3) ◽  
pp. 48-5 ◽  
Author(s):  
J SIGUAW ◽  
A MATTILA ◽  
J AUSTIN
Keyword(s):  
Brand Personality ◽  
Personality Scale ◽  
Brand Personality Scale

Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs

2014 ◽  
Vol 21 (7-8) ◽  
pp. 650-663 ◽  
Author(s):  
Michael Schade ◽  
Rico Piehler ◽  
Christoph Burmann
Keyword(s):  
Brand Personality ◽  
Sport Club ◽  
Personality Scale ◽  
Sport Clubs ◽  
Brand Personality Scale

scholarly journals Golf destinations’ brand personality: the case of the Algarve

2015 ◽  
Vol 9 (2) ◽  
pp. 133-153 ◽  
Author(s):  
Rosaria Luisa Gomes Pereira ◽  
Antónia Correia ◽  
Ronaldo L.A. Schutz
Keyword(s):  
Structural Equation ◽  
Brand Personality ◽  
Reliability And Validity ◽  
Great Difficulty ◽  
Content Type ◽  
Personality Scale ◽  
Individual Interviews ◽  
Personality Models ◽  
Destination Brand ◽  
Brand Personality Scale

Purpose – The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the Algarve as a golf destination. Design/methodology/approach – A set of 36 unrepeated items, generated from individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites, was the base for a survey instrument. The survey was applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the Algarve as a golf destination and the components of the relational brand personality (functional, symbolic and experiential). Two multi-dimensional brand personality models were estimated by using structural equation modelling. Findings – Findings indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists/golf players assess the components of the relational brand personality. Refined scales consisting of 10 and 11 items were finally derived meeting both reliability and validity requirements. Research limitations/implications – The analysis is based on personality perceptions of only one golf destination. Another limitation is the fact that both interviewees and respondents had great difficulty in expressing themselves tending to use repeated words. Also, the fact that the research was conducted in two languages since translation and retroversion of the items may lead to some loss in meaning or sense. Moreover, the experiential component of the relational brand personality might have been further explored to relate golf destination brand personality to the tourist experience. Practical implications – Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality is a valuable marketing management resource. Social implications – Destination managers will be able to plan marketing actions that will help to change general destination attitudes and product-destination attitudes, establishing the destination brand and creating differentiation, resulting in increased preference and usage, higher emotional ties, trust and loyalty towards the brand. Also, marketers should place great emphasis on building a connection between destination personality and tourists/golf players’ self-concept. Originality/value – This is one of the first pieces of research to validate a specific brand personality scale to golf destinations. Results of this study make important theoretical contributions to the understanding of brand personality in the context of tourism destinations in general, and golf destinations in particular.

scholarly journals 90 YEARS – HISTORICAL FORMATION OF BRAND CAPITAL OF KYIV NATIONAL UNIVERSITY OF TECHNOLOGIES AND DESIGN (KNUTD)

Management ◽  
2020 ◽  
Vol 31 (1) ◽  
pp. 9-24
Author(s):  
Ivan M. Gryshchenko
Keyword(s):  
Higher Education ◽  
Comparative Analysis ◽  
Marketing Research ◽  
Global Market ◽  
Research Field ◽  
Special Importance ◽  
Subsequent Formation ◽  
Brand Capital ◽  
The University ◽  
University Brand

Introduction. The modern higher education market is highly competitive. Universities compete for budget seats, for applicants, for attracting and retaining highly qualified personnel, for attracting additional funds from various sources. Universities are interested in finding additional competitive advantages in the form of brand capital of the university.Research hypothesis. The image of the national system of education acquires a special importance for building the university brand, which is important to take into account when positioning the university brand on the global market of educational services. The conceptual basis of the university brand is its mission, which absorbs the values shared by the university staff and transmitted to external audiences.Purpose of this article: to offer methodological tools for forming brand capital of an innovative university.Research methods: comparative analysis, ratings, graphical, tabular and specific methods of marketing comparative analysis, rating, tabular, graphical, specific methods of marketing research: field (target audience surveys) and desk surveys.Results: The process of formation and subsequent formation of brand capital of KNUTD was analyzed. The concepts of competition and competitiveness, brand capital and branding within higher education are compared. The degree of possible influence of brand on the level of competitiveness of the university and the graduate within the framework of further employment is considered. The evaluation of international and Ukrainian ratings is given, which allows to draw a conclusion about the importance of using brand capital of the university in the educational sphere.Conclusions. The proposed modified model of evaluation and promotion of brand capital allows to increase the efficiency of the university activities.

Psychometric Properties of the Brand Personality Scale: Evidence from a Business School

2007 ◽  
Vol 100 (3) ◽  
pp. 789-794 ◽  
Author(s):  
Albert Caruana ◽  
Pierre Berthon ◽  
Leyland F. Pitt ◽  
J-P. Berthon
Keyword(s):  
Business School ◽  
Discriminant Validity ◽  
Brand Personality ◽  
School Context ◽  
Personality Scale ◽  
Mba Program ◽  
Umbrella Branding ◽  
Eastern Usa ◽  
Nomological Validity ◽  
Brand Personality Scale

The Brand Personality Scale has received considerable attention and has been frequently used and cited in the branding literature. This paper describes an investigation of the psychometric characteristics of the Brand Personality Scale in a business school context where umbrella branding is used. A sample ( N = 262) of students attending the MBA program of a major business school in eastern USA completed the scale. Results indicate problems with the scale's dimensionality, poor reliability, convergent and nomological validity of the Ruggedness dimension, and lack of support for discriminant validity. Managerial and research implications and limitations are noted.

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