Promoting Business School Brands Through Alumni (Past Customers)-Analyzing Factors Influencing Their Brand Resonance

Khanna, Monica; Jacob, Isaac; Chopra, Anjali

doi:10.1080/10496491.2019.1557812

Cited by 15 publications

(20 citation statements)

References 37 publications

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“…Research conducted by Pedro et al, (2021), for instance, exhibited the importance of alumni commitment for HEIs. Next, concerning brands, the study of Khanna et al, (2019) confirmed the importance of alumni brand resonance for HEIs. In addition, the research findings of Schlesinger et al, (2021) provided empirical evidence that depicted the crucial role of brand image as a prominent driver of positive word of mouth intentions of alumni towards their institutions.…”

Section: Discussionmentioning

confidence: 77%

Do Brand Development Touchpoints Influence Private Higher Education Institutions’ Brand Equity?

Nursito

2022

JPEB

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Privately-managed higher education institutions that play a notable role in the Indonesian higher education sector, in today's increasingly competitive environment, need to develop brand equity to secure the existence and ensure the institutions' sustainability. Therefore, this study aims to examine the effect of brand development at the pre-admission touchpoint, during the course touchpoint, and the post-passing touchpoint on the brand equity of private higher education institutions. This study involved 100 third-year students from two private higher education institutions in Klaten Regency and used the purposive sampling methode as the sampling technique. The collected data were then analyzed using multiple linear regression analysis. The results indicated that brand development at the pre-admissions touchpoint becamee the primary variable in determining the brand equity of the private higher education, followed by brand development at the course touchpoint and brand development at the post-passing touchpoint. In addition, brand development at the three touchpoints simultaneously had a positive and significant influence on the brand equity of private higher education institutions.

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Section: Discussionmentioning

confidence: 77%

Do Brand Development Touchpoints Influence Private Higher Education Institutions’ Brand Equity?

Nursito

2022

JPEB

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“…Literature review shows that the major stakeholders of a B-school are students, teachers and industry. The expectations and perceptions of the major stakeholders show quality (Dixit et al, 2005;Khanna et al, 2019).…”

Section: Guidesschool's Vision and Mission And Regulatorsmentioning

confidence: 99%

“…The expectations and perceptions of the major stakeholders show quality (Dixit et al. , 2005; Khanna et al. , 2019).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Conceptualizing “classroom teaching-learning process” that engages students in Indian business school

Kumar

2022

IJEM

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PurposeCase-based classroom teaching-learning process (hereafter, case method) has provided a very productive teaching-learning environment for a long time. In the case method, students are expected to meet some prerequisites, such as reading and analyzing the case in advance, listening to the classroom discussion and actively participating in the discussion. However, it is frequently reported in Indian business schools that students do not prepare the assigned case before the scheduled class. The under-preparation of cases results in low-quality discussion, high absenteeism, passive attitude and lack of energy.Design/methodology/approachThis study modeled the case method using an IGEO (input-guide-enablers-output, commonly used in any process modeling) framework to identify challenges in the case-based classroom teaching-learning process. A novel customized classroom teaching-learning process called the EPDE (explain, practice, discuss, explore) method replaced the case method. These two teaching-learning processes were used for teaching two groups of MBA students.FindingsThe novel EPDE method effectively addressed the case method challenges. It resulted in better learning outcomes in the Indian B-school context.Originality/valueThe purpose of the study is to examine the impact of an alternative to the traditional case study method in a college classroom among MBA students. Two points make this study original and unique: (1) The IGOE process modeling framework is used to model teaching-learning processes, such as the case and EPDE methods. Using IGOE for teaching-learning processes is unique and is not available in the literature and (2) the EPDE method is a novel concept.

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“…In this regard, responsible and effective work with graduates and the creation of tools for interaction with them is an integral part of the modern communication process of universities with external target audiences in the regional, national and global scale. Issue of graduates' integration in various cooperations with the University, is a common phenomenon around the world (Khanna, Jacob & Chopra, 2019).…”

Section: Problem Statementmentioning

confidence: 99%

Issues Of Establishing Systemic Communications With Alumni (On The Materials Of Spbstu)

Trostinskaia¹

2019

The European Proceedings of Social and Behavioural Sciences

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Communities of University Graduates have a special position in the communication system of Universities. These communities connect education, science and society, and they play key communication role for generations, knowledge and practice. Also they demonstrate the competitiveness of the University and affect the brand characteristics. The key aspects of interaction between Peter the Great St. Petersburg Polytechnic University and its graduates were detected as results of research. The features of interaction between graduates and the University, ways of possible communication and key value, identification and practice-oriented interests of respondents in relation to the University were revealed in the opinion poll. The results show us that it is important to find new forms of communication, which include professional connections with university graduates and let alumni to participate in university's everyday life as specialists, as people, who really represent the professional community. Also alumni are interested both in commercial and uncommercial communications with university. As well we may say that the key factor of alumni's interest in alma mater is communication with new generation of student as new generation of specialists. Alumni prefer roles in communication, which let them play expert role, to be employer of graduates or to take care about practice of students Analysis of results became the basis of University contemporary corporate culture creation and established the other forms of interaction in graduate's community, including the Endowment Fund. 748 6.7. The most convenient format of the event was the meeting with alumni and students -73%, in second place, with a significant lag, making decisions on strategic issues -43%, using SPbPU's graduates meetings as a discussion platform -40% ( Figure 4). 6.8.Also it should be noted that the most preferred channel of communication with the university, which prompted graduates to come to the meeting, was the personal invitation of the rector (37%), as well as information from teachers or SPbPU's workers (33%). Only 25% received the invitation from other graduates and 12% found out about the meeting from the university's website. This suggests that graduates rarely visit the site, and personal contacts are the basis of communication with the university for them. But in the age of digital technology -this is not the most effective form in terms of coverage and labor costs. To form a positive attitude to communication with the university, it is necessary to develop modern communication channels, making the interesting content of the website not only for students, but also for graduates.6.9. We can also offer the following additional interaction formats (they are based on the individual answers of the respondents to the open questions of the questionnaire): 1) ensuring contact; 2) public lectures of prominent graduates; 3) the development of the country; 4) discussion of the current state and possibilities of cooperation; 5) problems of the country's develop...

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Promoting Business School Brands Through Alumni (Past Customers)-Analyzing Factors Influencing Their Brand Resonance

Cited by 15 publications

References 37 publications

Do Brand Development Touchpoints Influence Private Higher Education Institutions’ Brand Equity?

Do Brand Development Touchpoints Influence Private Higher Education Institutions’ Brand Equity?

Conceptualizing “classroom teaching-learning process” that engages students in Indian business school

Issues Of Establishing Systemic Communications With Alumni (On The Materials Of Spbstu)

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