Brand management in higher education: The University Brand Personality Scale

被引：113

作者：

Rauschnabel, Philipp A. ^{[1
]}

Krey, Nina ^{[2
]}

Babin, Barry J. ^{[2
]}

Ivens, Bjoern S. ^{[3
]}

机构：

[1] Univ Michigan, Coll Business, Dearborn, MI 48128 USA

[2] Louisiana Tech Univ, Dept Mkt & Anal, Business Res, Ruston, LA 71270 USA

[3] Otto Friedrich Univ Bamberg, Dept Mkt, D-96047 Bamberg, Germany

来源：

JOURNAL OF BUSINESS RESEARCH | 2016年 / 69卷 / 08期

关键词：

University marketing; Brand personality; Higher education; Scale development; Brand love; Branding; SE PROCEDURE; DIMENSIONS; CONSUMERS; CULTURE; IDENTITY; MODELS; IMAGE;

D O I：

10.1016/j.jbusres.2016.01.023

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Many universities leverage symbolic qualities with the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study develops and validates a six-dimension University Brand Personality Scale (UBPS). The UBPS comprises prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan dimensions. Results suggest that the scale strongly relates to brand love, positive word-of-mouth, and students' intention to support their university as alumni. Theoretical implications and recommendations for university managers follow from study results. (C) 2016 Elsevier Inc. All rights reserved.

引用

页码：3077 / 3086

页数：10

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