University marketing directors’ views on the components of a university brand

Ali-Choudhury, Rehnuma; Bennett, Roger; Savani, Sharmila

doi:10.1007/s12208-008-0021-6

Cited by 93 publications

(66 citation statements)

References 54 publications

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“…Researchers now explore more advanced branding concepts within the higher education sector (Ali-Choudhury et al, 2009), such as brand as a logo (Alessandri et al, 2006), image (Chapleo, 2007), brand awareness, brand identity (Lynch, 2006), brand meaning (Teh & Salleh, 2011), brand associations, brand personality (Opoku, 2005) and brand consistency (Alessandri et al, 2006). Mazzarol and Soutar (2012) and Sultan and Wong (2012) discuss the competitive market of higher education and argue for the importance of image and reputation to frame a university's offering, while Curtis et al (2009) postulate that HEIs feel these market pressures in many different nations.…”

Section: Social Media and Higher Education Institution (Hei) Brandingmentioning

confidence: 99%

Social media interaction, the university brand and recruitment performance

Rutter

Roper

Lettice

2016

Journal of Business Research

199

124

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Section: Social Media and Higher Education Institution (Hei) Brandingmentioning

confidence: 99%

Social media interaction, the university brand and recruitment performance

Rutter

Roper

Lettice

2016

Journal of Business Research

199

124

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show abstract

“…These changes have compelled universities to become more involved in marketing activities to create and sustain strong brands in order to enhance awareness and differentiate themselves and their courses from the vast array of offers (McPerson and Shapiro 1988;Ali-Choudhury et al 2009). Similarly, Smith (2001) state that, it has become increasingly important for organizations to differentiate themselves in order to remain competitive, especially where they appear to provide the same service, which is the case of universities.…”

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confidence: 99%

Understanding university image: a structural equation model approach

Duarte

Alves

Raposo

2009

Int Rev Public Nonprofit Mark

103

128

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Over the last years, institutional image management has become a critical element to the competitiveness of higher education institutions. The aims of this study are to review the organizational image construct; explore the process of image formation and analyze the impact of the different source factors on university's image. A sample of 1024 university student was surveyed to test a conceptual model of university image formation trough structural equations. The results show that, nevertheless all factors being significant to image formation, the university social life atmosphere and employment opportunities are the most important predictors. As a result, this study is important for researchers and practitioners, as it presents a different approach to image measurement, it provides a new framework to assess university image formation and, at the same time, helps managers to understand that educational related factors aren't the only ones where they should focus to successful differentiate their institutions and remain competitive.

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“…; academic and administrative staff, funding bodies, private donors, national and local government agencies, etc.,) but the people they rely on ultimately for their well-being are the students they recruit, for without sufficient recruitment, an institution will collapse (Ali-Choudhury et al 2009). Research into higher education choice, or consumer behaviour in higher education markets, although not extensive, has principally been stimulated by an individual institution's need to anticipate long-term implications of choice and understand the key factors involved in student choice (Hemsley-Brown and Oplatka 2006).…”

Section: Discussionmentioning

confidence: 99%

Factor analysis for an institutional image instrument

Zaghloul

Hayajneh

AlMarzouki

2010

Int Rev Public Nonprofit Mark

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Higher education environments have become increasingly competitive and institutions have to compete for students in the recruitment markets. Institutional image is considered a cornerstone which influences the students' choice for an academic institution. The purpose of this study aimed at developing a valid and reliable instrument for institutional image to aid in marketing efforts performed at the University of Sharjah in the United Arab Emirates. Students of the College of Health Sciences at the University of Sharjah were approached in the study. Two hundred and twenty two (222) students voluntarily participated in the study which involved a survey questionnaire based on a five point Likert scale for 18 items included on the questionnaire related to academic institutional image. Principal component analysis using varimax rotation was used for questionnaire validation and categorization of resulting factors. Reliability tests were performed to assess the reliability of the items included in the questionnaire. Tests included test-retest reliability, Cronbach alpha, and split-half reliability coefficients. The image instrument includes the general items stated in the literature as well as items relevant to the University of Sharjah indicating the distinctiveness of the image to be used for marketing activities on behalf of the university.

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University marketing directors’ views on the components of a university brand

Abstract: Branding, Universities, Corporate identity, Organisational identity, Student recruitment,

Cited by 93 publications

References 54 publications

Social media interaction, the university brand and recruitment performance

Social media interaction, the university brand and recruitment performance

Understanding university image: a structural equation model approach

Factor analysis for an institutional image instrument

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