The Determinants of Brand Positioning in Higher Education – What Dominantly Influences Students’ Satisfaction? / Odrednice pozicioniranja brenda u visokom obrazovanju – što najviše utječe na zadovoljstvo studenata?

Abstract

Brands have become an important factor in the survival of organizations in modern society. They are present in all spheres of life: economic, social, educational, cultural, sports, etc. Powerful brands are the result of thoughtful and imaginative planning. Brand positioning has a strategic importance for a company, because it represents the process of creating an impression in consumers' minds in a way that the consumer connects the brand with something specific and desirable, which distinguishes one brand from others. Brands have a financial value as they create an image of the values themselves in the minds and hearts of consumers. A brand can make consumers believe in its usefulness, exclusivity and superiority, and it also creates emotional attachment. There are numerous factors that influence the position of a brand in the consumer's mind. University students are considered consumers, too. The aim of this paper is to research students' satisfaction with faculties by using the parameters that are considered to be relevant. In this process, we will apply the factor analysis and, instead of focusing our attention on a large number of initially determined factors, thanks to the process of their reduction, we will create the conditions that will allow us to design a strategy for the optimization of the selected factors. Using this method, we will mark the factors that explain the researched phenomenon, i.e. the factors that can explain the largest part of its overall variability.

Information Transmission and Visual Image System Construction on WeChat Public Accounts of Colleges and Universities -- A Case Study on Jiangsu University

“…The two-factor ANOVA was used to explore the effects of tweet themes and tweet typesetting on tweet readings at the official WeChat account of Jiangsu University, after which the obtained results were accounted for by using the SPSS statistic software. In addition to this technique, the basic indicators of descriptive statistics, as well as the key conclusions of the correlation analysis conducted among all of the pairs of the observed variables, are given [2] . (Brzaković et al 2019) All data were available from the official WeChat account of Jiangsu University.…”

“…In addition to this technique, the basic indicators of descriptive statistics, as well as the key conclusions of the correlation analysis conducted among all of the pairs of the observed variables, are given [2] . (Brzaković et al 2019) All data were available from the official WeChat account of Jiangsu University. Data about the readings of WeChat tweets on the official account of Jiangsu University between January 1st, 2021, and April 7th, 2023, were chosen, with a totally of 618 tweets.…”

An Assessment of Students’ Preferences Using Social Media Platforms on Their Selection of Private Universities in Lebanon

“…Moreover, advertisements effects showed differences found among students due to gender and level of education but not due to age. Brzaković, Brzaković, & Brzaković (2018) studied the determinants of brand positioning in Higher Education and explored what dominantly influences students' satisfaction in Croatia. According to the study, the brand's position is strategically significant because it represents the process of forming impressions in the minds of consumers in a way that the consumer associates the brand with something specific and desirable, which distinguishes one brand from others.…”

Revisión sistemática: situación actual de la personalidad de marca para el posicionamiento estratégico

“…La preocupación por investigar la PM para el PE también se extiende al sector educativo, con esta nueva modalidad de clases virtuales a causa de la pandemia COVID 19, la interacción entre estudiantes (clientes) en entornos virtuales genera comportamientos y actitudes relacionados con la marca (Perera et al,2020;Woldearegay, 2021). En ese mismo orden de ideas, la motivación, singularidad de la marca, relaciones interpersonales, innovación y satisfacción de los estudiantes, se convierten en factores determinantes en la supervivencia de las instituciones educativas Brzaković et al,2019;Lee et al, 2018).…”