2010
DOI: 10.1108/09513541011013033
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The impact of a pathway college on reputation and brand awareness for its affiliated university in Sydney

Abstract: PurposeThe purpose of this paper is to explore the effect that a prospective pathway college affiliated to a large comprehensive university in Sydney may have on the university's reputation. In particular, the association of reputation with preference for a pathway college, brand awareness and the opinion of college brand are examined.Design/methodology/approachAn online survey was conducted in metropolitan Sydney, Australia, and produced 501 questionnaires responses. A correlation study was used to analyse th… Show more

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Cited by 69 publications
(58 citation statements)
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“…Alessandri, Yang and Kinsey (2006) highlight three scopes of the reputation of universities: the quality of academic enactment, the quality of external enactment and emotional engagement. Brewer and Zhao (2010) reference five essentials encompassing the summative reputation of universities, specifically: leadership, teaching, research, service and equity.…”
Section: Literature Review Factors Affecting the Organisational Brandmentioning
confidence: 99%
“…Alessandri, Yang and Kinsey (2006) highlight three scopes of the reputation of universities: the quality of academic enactment, the quality of external enactment and emotional engagement. Brewer and Zhao (2010) reference five essentials encompassing the summative reputation of universities, specifically: leadership, teaching, research, service and equity.…”
Section: Literature Review Factors Affecting the Organisational Brandmentioning
confidence: 99%
“…En el ámbito concreto de la educación, diversos autores (Toma et al, 2005;Bunzel, 2007;Furey et al, 2009;Brewer y Zhao, 2010;Pinar et al, 2014) constatan en sus estudios que la notoriedad de marca en la educación superior es una variable muy importante para las universidades, de cara a generar mayor preferencia de consumo en servicios educativos y, con ello, incremento de ventas. Es decir, una mayor notoriedad de marca, supondrá un mayor capital de marca.…”
Section: H1 Notoriedad De Marcaunclassified
“…In addition, it improves comparative advantage and customers' satisfaction (Herstein & Eyal , 2006). Today in the complex and competitive world, universities and colleges have turned to branding as a strategy to deal with the challenges.Challenges such as how make a difference between themselves (various universities) to be an option for selecting by students ( Pinar, Trapp, Girard, & Boyt, 2011).As a result, many organizations often find themselves in the managing of their brand, among different people and different situations (Aaker, 1996).Although choosing a university is more complicated than a product (due to the quality, cost and performance courses),it can be operated the same way that the product branding is, soit should be noted that what is the brand's offers (Brewer & Zhao, 2010). Branding in Higher Education helps students and their parents to identify university services and also it is an encouraging factor for using those services.Assessments and perceptions of students and alumni are used for analyzing quality of university services.Branding in higher education is not only to create differentiation; but used to create a sense of belonging to the university soits members have such a sense of belonging to it that encourage them to introduce themselves with that brand (Curtis, Abratt, & Minor, 2009).…”
Section: Introductionmentioning
confidence: 99%