The Impact of a Positive Visualisation Course in Brand Identity on Freshmen Students’ Perceptions of University Brand Image

Document Type : Research Paper

Authors

1 PhD Candidate in Marketing, European University Cyprus

2 Associate Professor in Marketing, European University Cyprus

Abstract

With the rapid commercialisation of higher education (HE) and universities’ growing competition over recruiting students, branding is becoming increasingly important for HE institutes. Despite the continuous emphasis on its significance, understanding university branding has received little scholarly attention. Therefore, in order to address this gap, this study examined the impact of a positive visualisation course in brand identity on students’ perceptions of university brand image. Employing grounded theory along with an experimental design, qualitative data were gathered through semi-structured interviews with 42 freshmen students of the European University Cyprus. The research findings indicated that the positive visualisation course in brand identity can enhance students’ perceptions of their university’s brand image. This study contributes to the existing literature by presenting an inductively generated theoretical model that can guide future research on the associations between a positive visualisation course in brand identity and (prospective) students’ perceptions of a university’s brand image.

Keywords

Main Subjects


Article Title [فارسی]

اثر دوره تجسم مثبت هویت برند روی برداشت های ذهنی دانشجویان سال اولی از برند دانشگاه

Authors [فارسی]

  • ماریلا (ماریا) کونتوریدو 1
  • دینو دومیک 2
1 دانشجوی دکتری بازاریابی، دانشگاه اروپایی قبرس
2 دانشیار بازاریابی، دانشگاه اروپایی قبرس
Abstract [فارسی]

با تجاری سازی سریع آموزش عالی و رقابت روزافزون دانشگاه ها برای جذب دانشجو، برندینگ به شکل فزاینده ای برای موسسات آموزش عالی اهمیت می یابد. علی رغم تاکید مداوم بر اهمیت این موضوع، توجه تحقیقاتی چندانی به موضوع درک برند دانشگاه نشده است. بنابراین، به منظور بررسی این شکاف پژوهشی، مطالعه حاضر اثر دوره تجسم مثبت هویت برند روی  برداشت های ذهنی دانشجویان از برند دانشگاه را بررسی کرد. با استفاده از تئوری داده بنیاد و یک طرح تحقیقاتی تجربی، داده های کیفی از طریق انجام مصاحبه های نیمه ساختار یافته با 42 دانشجوی سال اولی دانشگاه اروپایی قبرس جمع آوری شد. نتایج تحقیق نشان داد که دوره تجسم مثبت هویت برند می تواند برداشت های دانشجویان را درباره تصویر برند دانشگاه شان بهبود بخشد. آورده این مطالعه برای پیشینه تحقیقاتی مرتبط، ارائه یک مدل نظری استنتاجی است که می تواند راهنمایی برای تحقیقات آتی درباره رابطه بین یک دوره تجسم مثبت هویت برند و برداشت های دانشجویان (آتی) درباره تصویر برند یک دانشگاه باشد.

Keywords [فارسی]

  • بازاریابی آموزش عالی
  • تصویر برند
  • نام برند
  • هویت برند
  • برداشت های دانشجویان
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