Constructing a brand identity scale for higher education institutions

Goi, Mei Teh; Goi, Chai Lee; Wong, David H.

doi:10.1080/08841241.2014.906017

Cited by 29 publications

(15 citation statements)

References 28 publications

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“…‫مٌه،‬ ‫ِٚغ‬ ‫٠ؼزجو‬ ‫ِزؼٍمخ‬ ‫كهاٍبد‬ ‫ئٌٝ‬ ‫اًلفزمبه‬ ‫ث‬ ‫زأص١و‬ ‫اٌ‬ ‫ؼالِبد‬ ‫اٌزغبه٠خ‬ ‫ثب‬ ‫اٌؼبٌٟ‬ ‫ٌزؼٍ١ُ‬ ‫األكث١بد‬ ‫فٟ‬ ‫اٌّٛعٛكح‬ ‫اٌضغواد‬ ِٓ (Goi et al, 2014) .…”

Section: ‫ي‬ ‫مذيت‬unclassified

دور جاذبیة العلامة فی العلاقة بین أبعاد هویة الجامعات الخاصة وعلامات محبة العمیل للعلامة: دراسة میدانیة

خلیل¹

2020

المجلة العلمیة للدراسات التجاریة والبیئیة

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This study proposes a model to examine the relationship among the dimensions of university identification (university brand similarity, university brand distinctiveness, university tuition fee, and university brand knowledge) and university lovemarks moderated by university brand attractiveness. A sample of 384 students in nine private universities in Cairo was selected. Findings showed that all of the ‫في‬ ‫العالمة‬ ‫جاذبية‬ ‫دور‬ ‫الخاصة‬ ‫الجامعات‬ ‫هوية‬ ‫أبعاد‬ ‫بين‬ ‫العالقة‬ ‫ميدانية‬ ‫اسة‬ ‫در‬ ‫للعالمة:‬ ‫العميل‬ ‫محبة‬ ‫وعالمات‬ ‫د/‬ ‫خليل‬ ‫علي‬ ‫الهادي‬ ‫عبد‬ ‫عصام‬ ‫اٌضبٟٔ‬ ‫اٌغيء‬ ‫اٌضبٌش‬ ‫اٌؼلك‬ ‫ػشو‬ ‫اٌؾبكٞ‬ ‫اٌّغٍل‬ 0202 437 hypotheses were supported; indicating that similarity, distinctiveness, tuition fee and brand knowledge have a significant impact on brand love and brand respect. Moreover, the university brand attractiveness influenced brand love and brand respect. Finally, the university brand attractiveness moderated the relationship between the university identification and the university lovemarks (brand love and brand respect).

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Section: ‫ي‬ ‫مذيت‬unclassified

دور جاذبیة العلامة فی العلاقة بین أبعاد هویة الجامعات الخاصة وعلامات محبة العمیل للعلامة: دراسة میدانیة

خلیل¹

2020

المجلة العلمیة للدراسات التجاریة والبیئیة

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“…In the era of knowledge economy dominated by innovation, the creativity of knowledge workers is the potential resource of enterprises and the micro-foundation of enterprise innovation [1]. Therefore, how to stimulate the innovative behavior of knowledge workers is an important topic of long-term concern in the study of organizational behavior and management.…”

Section: Introductionmentioning

confidence: 99%

The Relationship between Knowledge Workers and Innovative Behavior Based on Brand Identity

Xiao¹,

Cai²

2019

OJBM

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Aim: The relationship between brand identity and innovative behavior of knowledge workers is studied taking the researchers in 81 enterprises as an example by using statistical research method. Methods: The questionnaires are made, theoretical basis and research hypothesis was done in these collected data, the results of descriptive statistics and correlation analysis of the variables are explained. Results: Brand identity is positively correlated with knowledge workers' innovative behavior. Conclusion: Brand identity has a positive impact on the innovative behavior of knowledge workers. Human resource management policies of enterprises can carry out various human resource management practices from the perspective of shaping a good employment relationship, so as to obtain excess added value through brand building.

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“…д.) [Perina et al, 2012;Stephenson, Yerger, 2014]; преданность вузу [Park et al, 2010;Jillapalli, Jillapalli, 2014]; удовлетворенность обучением [Elliott, Healy, 2001;Jillapalli, Jillapalli, 2014]; качество обучения [Maz zarol, Soutar, 2002;Wilkins, Huisman, 2011;Jillapalli, Jillapalli, 2014]; престиж вуза [Sung, Yang, 2008;Elsharnouby, 2015]; репутация вуза [Chaudhuri, 2002;Mazzarol, Soutar, 2002;Wilkins, Huisman, 2011]; доверие вузу [Jillapalli, Jillapalli, 2014]; имидж вуза [Palacio, Meneses, Pérez, 2002;Syed Alwi, Da Silva, 2007;Chapleo, 2012]; идентичность вуза [Alessandri, Yang, Kinsey, 2006;Goi, Goi, Wong, 2014]; осведомленность (знание) о вузе [Baumgarth, Schmidt, 2010;Brewer, Zhao, 2013]; стоимость обучения и качество преподавания [Joseph, Mullen, Spake, 2012;Syed Alwi, Kitchen, 2014]; эмоции студентов, отражающие их отношение к вузу (например, волнение, удовольствие) [Bennett, Ali-Choudhury, 2009;Syed Alwi, Kitchen, 2014], и др.…”

Section: Introductionunclassified

Brand personality evaluation: The case of universities in Nizhny Novgorod

Alexandrovskiy¹,

Фоменков²

2017

Vestnik SPbSU. Management

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Российские вузы стремятся повысить свою конкурентоспособность как в нашей стране, так и за рубежом, продвигая и развивая собственный бренд. Оценка текущего положения бренда вуза становится одной из ключевых задач для отечественной высшей школы. В статье приведена процедура формирования списка черт индивидуальности бренда университетов России, предложены 23 черты индивидуальности и представлены результаты сравнения позиций брендов трех университетов одного из крупнейших российских городов-Нижнего Новгорода. В результате выделено три фактора индивидуальности бренда университета, которые могут быть использованы для стратегического управления брендом, позиционирования и продвижения российских университетов. Ключевые слова: и ндивидуальность бренда, бренд университета, оценка бренда, российский университет.

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Constructing a brand identity scale for higher education institutions

Cited by 29 publications

References 28 publications

دور جاذبیة العلامة فی العلاقة بین أبعاد هویة الجامعات الخاصة وعلامات محبة العمیل للعلامة: دراسة میدانیة

دور جاذبیة العلامة فی العلاقة بین أبعاد هویة الجامعات الخاصة وعلامات محبة العمیل للعلامة: دراسة میدانیة

The Relationship between Knowledge Workers and Innovative Behavior Based on Brand Identity

Brand personality evaluation: The case of universities in Nizhny Novgorod

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