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
收藏
页码：3077 / 3086
页数：10
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