Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation

Sung, Minjung; Yang, Sung‐Un

doi:10.1080/10627260802153207

Cited by 218 publications

(182 citation statements)

References 57 publications

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“…Much of the recent literature has emphasized the role of marketing and branding within HE institutions that enables them to adapt to the global competitive environment (Hemsley-Brown & Oplatka, 2006;Lowrie, 2007;Waeraas & Solbakk, 2008;Whisman, 2009;). Research has focused on market orientation in export markets (Assad, Melewar, Cohen, & Balmer, 2013), branding and performance (Chapleo, 2010;Robertson & Khatibi, 2013), corporate branding (Balmer, Liao, & Wang, 2010) and brand image (Hemsley-Brown & Goonawardana, 2007;Sung & Yang, 2008).…”

Section: Introductionmentioning

confidence: 99%

Internal brand co-creation: The experiential brand meaning cycle in higher education

Dean

Arroyo-Gamez

Punjaisri

et al. 2016

Journal of Business Research

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Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commences from historical, superficial brand interactions. Employees then develop brand meaning further through a series of brand interactions and social interactions. Bridging the internal branding and the co-creation literature, this study conceptualizes the evolving, co-created nature of employees' brand meaning in the experiential brand meaning cycle. This study extends Iglesias and Bonet's (2012) work and illustrates the function of employees as readers and authors of brand meaning, emphasizing the crucial role of brand co-creation in guiding employees' brand promise delivery.

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Section: Introductionmentioning

confidence: 99%

Internal brand co-creation: The experiential brand meaning cycle in higher education

Dean

Arroyo-Gamez

Punjaisri

et al. 2016

Journal of Business Research

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“…Exceptions to this are the works by e.g. Yang et al (2008) or Passow et al (2005) who apply more complex multidimensional instruments. However, these researchers do not develop new measures but transfer existing instruments from business studies domains, often lacking measures that capture non-commercial (cultural, social, aesthetic) aspects of interest in IPR and PD research.…”

Section: Desiderata In Measuresmentioning

confidence: 93%

“…Only a few have addressed questions regarding the conceptualization and measurement of the country image construct in detail. Passow et al (2005) and Yang et al (2008), for instance, applied a model of corporate reputation in analyses of country reputation. In contrast to most concepts in the business studies approaches, these works stress the importance of social factors like the social and ecological responsibility of a country.…”

Section: Models and Measures In The Central Research Fieldsmentioning

confidence: 99%

“…So far, most studies in public relations research use covariance-based procedures (CB-SEM) for testing causal models (e.g. Kim, Niederdeppe 2013;Ni, Wang 2011;Sung, Yang 2008). A complementary method is the variance-based approach of partial least squares structural equation modeling (PLS-SEM) (Lohmöller 1989;Tenenhaus et al 2005;Wold 1982).…”

Section: Introductionmentioning

confidence: 99%

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The constitution and effects of country images: Theory and measurement of a central target construct in international public relations and public diplomacy

Buhmann

2016

Studies in Communication Sciences

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“…Fares et al, 2013;Schreiber, Luescher-Mamashela, & Moja, 2014;Von Treuer & Marr, 2013) - (1) teaching and learning effectiveness, (2) peer interaction and (3) academic and social integration -and demonstrates empirical support for a fourth, namely, institutional image. Institutional image denotes the perceived prestige attributable to an institution and is thought to promote supportive attitudes such as pride and trust (Sung & Yang, 2008), which, in the context of a HEI, are found to have a stronger influence on student satisfaction than on service quality (Brown & Mazzarol, 2009). …”

Section: Student Retentionmentioning

confidence: 99%

Developing a measure for student perspectives on institutional effectiveness in higher education

Ayuk

Jacobs²

2018

SA j. ind. psychol.

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Orientation: This study outlines institutional effectiveness (IE) in higher education (HE) and interrogates its underlying elements from a student perspective. Following a review of contemporary perspectives on student educational outcomes, the study identifies and explores the importance of four pertinent indicators of IE in the context of a South African (SA) higher education institution (HEI). Research purpose: This study aimed to explore the structural validity and reliability of the Student Educational Outcomes Effectiveness Questionnaire (SEEQ), administered to students at an SA HEI, collecting data on their perceptions of IE. Motivation for the study: Institutional effectiveness is a contested concept in HE and several approaches to define it, using various sets of underpinning elements, can be found. The conceptualisation and measuring of IE within the SA HE sector is a hugely neglected area of research. This study therefore attempted to delineate and to gauge IE, utilising the perceptions and preferences of students at an SA HEI. Research design, approach and method: Data for this study were collected using a self-selection sample (N = 807) of students from four schools at the selected HEI. Reliability and exploratory factor analyses were performed to explore the internal consistency and structural validity of the above-mentioned SEEQ. Main findings: The reliability of SEEQ is deemed to be acceptable and the validity of the four theoretical constructs (or dimensions) hypothesised in respect of IE from a student perspective were supported. Practical/managerial implications: Preliminary empirical evidence suggests that SEEQ could be employed in a cautious manner by HEIs (especially in SA), with a view to gauge IE, as well as to promoting the scholarship and management of institutional performance and student success. Contribution or value-add: This article presents a multidimensional approach to the depiction and measurement of IE from a student perspective. It makes a handy initial contribution to a grossly under-researched phenomenon in the SA HE sector.

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Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation

Cited by 218 publications

References 57 publications

Internal brand co-creation: The experiential brand meaning cycle in higher education

Internal brand co-creation: The experiential brand meaning cycle in higher education

The constitution and effects of country images: Theory and measurement of a central target construct in international public relations and public diplomacy

Developing a measure for student perspectives on institutional effectiveness in higher education

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