Identifying and analyzing touchpoints for building a higher education brand

Khanna, Monica; Jacob, Isaac; Yadav, Neha

doi:10.1080/08841241.2014.920460

Cited by 109 publications

(84 citation statements)

References 32 publications

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“…Students consider that Brand University is their success rate in getting a job and salary level after graduation (Sultan & Wong, 2013). The touch point prior to student acceptance needs to be enhanced through effective communication in the media, especially at the social media level, where the use of alumni and students to spread brand value with a major emphasis on campus placement and infrastructure can build positive perceptions and expectations about Education brands (Khanna, Jacob, & Yadav, 2014). In developing the university brand the most important dimension is equity brand, followed by the university's reputation and emotional environment, brand loyalty and brand awareness dimensions to create a strong university brand (Pinar, Trapp, Girard, & E. Boyt, 2014).…”

Section: Brand Trustmentioning

confidence: 99%

Antecedents Brand Trust and Private Universities Reputation

Husda¹,

Ratnawati²,

Kusumaningtyas³

2017

IJEF

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This study aims to analyze the brand trust and reputation of private universities from the influencing aspects of Management Information System (SIM), service quality (SERVAQUAL), customer response, Customer Relationship Management (CRM), customer value and customer satisfaction toward 360 students Management courses from 4 private universities in Riau Islands province that have used the information system as a service to students by using analytical methods that can provide a simultaneous analysis process associated with multi-variance research. The results of the research showed that SIM and SERVQUAL significantly influence consumer's response, CRM, customer value and customer satisfaction, but did not affect brand trust and University reputation.

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Section: Brand Trustmentioning

confidence: 99%

Antecedents Brand Trust and Private Universities Reputation

Husda¹,

Ratnawati²,

Kusumaningtyas³

2017

IJEF

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“…The number indicates that the universities in Malaysia are competitively challenges to recruit new students or to sustain the current students (Joseph et al, 2012;Bock et al, 2014;Khanna et al, 2014). Lately, the number of new students enrol in majority of private universities were declined.…”

Section: Problem Statementmentioning

confidence: 99%

“…As at April 2017, there are 495 active private higher educational institutions and 20 public universities in Malaysia (Department of Higher Education, 2017). Based on the current figures, universities in Malaysia are facing intense competitions pertaining to enrolling new students (Joseph et al, 2012;Bock et al, 2014;Khanna et al, 2014). Nowadays, choosing a university is one of the most important decisions for university students and prospects.…”

Section: Introductionmentioning

confidence: 99%

University Enrolment Intentions From Students’ Viewpoint

Zahari¹

2018

The European Proceedings of Social and Behavioural Sciences

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The purpose of this study is to examine the effect of brand equity dimensions and university ranking on students' enrolment intentions. To achieve this objective, this study was able to obtain 200 respondents from the National Energy University's by using a simple random sampling method. The partial least squarestructural equation modeling (SmartPLS) 3.0 was applied to analyse the data in this study. The data then was tested with two major analyses namely a measurement model and a structural model. The results indicate that the two dimensions of brand equity such as brand association and perceived quality have positive relation to students' enrolment intentions. In addition, university ranking has shown a positive influence on students' enrolment intentions at the National Energy University. However, brand awareness has no significant influenced on students' enrolment intentions. The findings in this study may help the National Energy University to craft a right marketing strategy in a way to recruit future students and competing against its rivalry.

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“…Costa (2007) A atividade de ensino superior é um tipo especial de serviço oferecido ao mercado, que envolve contato intenso entre cliente (estudante) e prestador de serviços (profissional da instituição de ensino) e de natureza contínua (com frequên-cia e duração). Esse tipo de serviço requer esforços de marketing, em especial nos processos de prospecção/vendas e desenvolvimento de relacionamentos com os estudantes (Khanna, Jacob & Yadav, 2014).…”

Section: Marketing De Serviços Em Instituição De Ensinounclassified

Como a instituição de ensino superior comunica e vende serviços de educação a distância?

Sarquis

Picolli

Ramos

et al. 2016

RAIMED

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ResumoNo Brasil, o setor de instituição de ensino superior passa por transformações importantes, incluindo crescimento do ensino a distância, acirramento da competição entre as instituições privadas e necessidade de investir em estratégias de marketing. A pesquisa sobre marketing em serviços de educação a distância (EAD) é ainda reduzida e é preciso compreender melhor como a instituição de ensino superior promove os serviços de educação a distância. Este estudo analisa como uma instituição de ensino superior comunica e vende seus serviços de educação a distância, segundo a perspectiva do marketing de serviços. Trata-se de estudo exploratório, com abordagem qualitativa e na forma de estudo de caso, com dados coletados por meio de entrevista pessoal em profundidade e levantamento documental. Os resultados revelaram que a instituição de ensino analisada investe em estratégias de marketing on-line e off-line; utiliza estratégias de prospecção de estudantes, venda pessoal, venda on-line e network marketing; avalia o seu desempenho de marketing e está satisfeita com os resultados das estratégias de marketing. Este estudo contribui para ampliar a compreensão sobre estratégias de marketing no contexto do serviço de educação a distância, contendo evidências empíricas detalhadas sobre a prática de comunicação e vendas de uma instituição de ensino. Palavras-chave: Marketing de serviços, Comunicação de serviços, Venda de serviços, Educação a distância, Instituição de Ensino Superior

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Identifying and analyzing touchpoints for building a higher education brand

Cited by 109 publications

References 32 publications

Antecedents Brand Trust and Private Universities Reputation

Antecedents Brand Trust and Private Universities Reputation

University Enrolment Intentions From Students’ Viewpoint

Como a instituição de ensino superior comunica e vende serviços de educação a distância?

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