Towards a branding oriented higher education sector: An overview of the four perspectives on university marketing studies

Sujchaphong, Narissara; Nguyen, Bang; Melewar, T.C.

doi:10.1362/146934717x14909733966128

Cited by 9 publications

(7 citation statements)

References 103 publications

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“…This finding which is supported by Casidy and Wymer (2018) shows that investments made in the brand expression can thus be justified in terms of the impacts that these have on brand culture and the consequent impact on brand reputation. These results are in line with previous research findings (Sujchaphong, Nguyen & Melewar, 2017) through operationalizing the dimensions of body, voice, soul and mind, and show these aspects of brand expression have a significant impact on brand reputation. Brand experience activities are more substantial in terms of their contact with customer and have long-established record of affecting reputation (Lim, Jee & De Run, 2018).…”

Section: Recommendationssupporting

confidence: 93%

Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

Azham¹,

Ahmad²

2020

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In higher education, reputation management is essential to ensure the higher education institutionscontinue relevant and significant in the eye of the shareholders worldwide. There are many efforts toincrease reputation by improving the ranking in the world level. Currently, the brand reputation (BR) ofhigher institution cannot be proud of yet as BR management is critical in growing a business or service.The research aim to identify the relationship between brand culture (BC), brand expression (BE) andbrand experience (BEX) regarding polytechnic BR among polytechnic students of the northern region inMalaysia. In addition, this research also aims to identify which of the variables has the strongestrelationship with BR among polytechnic students. The study employs a quantitative method. 378questionnaires were distributed to polytechnic students of the northern region. The study resulted a significant relationship between BC, BE and BEX in the BR of polytechnic’s students. Based on these results, it is found that BC has the strongest relationship with BR among polytechnic’s students of the northern region in Malaysia. The findings from this research can be used by next researchers, practitioners, government, university authority as well as academician, as guidance for them to manage well their BR.

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Section: Recommendationssupporting

confidence: 93%

Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

Azham¹,

Ahmad²

2020

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“…Other elements also influence employees' commitment towards an organisation, such as the brand identity, reputation, and image of the organisation (Hemsley-Brown et al, 2016). For example, Sujchaphong et al (2016a, b) note from an internal branding perspective that developing an organisation's identity starts with the employees, as organisations with consistent, unique and deeply held values are likely to create more committed employees than the organisations with a less clear and articulated ethos. This is due the unique identity or image that the organisation projects that generate employees' identification with the organisation and its status (Tran et al, 2015).…”

mentioning

confidence: 99%

“…Thus, when a person identifies with an organisation's identity or image, they become more committed (Melewar et al, 2013). For a deeper understanding of the brand identity and image literature, please see Hemsley-Brown et al (2016) and Sujchaphong et al (2016a, b).…”

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confidence: 99%

HR practice, organisational commitment & citizenship behaviour

Chang

Nguyen

Cheng

et al. 2016

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Purpose (mandatory) The study examines the relationships between HR practice (four aspects), organisational commitment and citizenship behaviour at primary schools in Taiwan. The four HR aspects include: (1) recruitment and placement (RP), (2) teaching, education and career development (TEC), (3) support, communication and retention (SCR), and (4) performance and appraisal (PA).Design/methodology/approach (mandatory) With the assistance from the school HR managers and using an anti-common method variance strategy, research data from 568 incumbent teachers in Taiwan are collected, analysed and evaluated. Originality/value (mandatory)The study provides a closer look at the HR-OCB relationship in Taiwan. It reveals that a positive perception of HR practice may not necessarily contribute to OCB occurrence. In addition, the results indicate that teachers have different views about varying HR aspects. Specifically, aspects of recruitment and placement and teaching, education and career development receive relatively higher levels of positive perception, whereas aspects of SCR and PA receive relatively lower levels of positive perception. Questions arise as to whether HR practice may lead to more OCB at primary schools. If this statement is true, school managers shall think further of how to promote OCB using other policies, rather than relying on the HR practice investigated here.

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“…Zanin et al (2015) O marketing do setor de ensino superior pode compreender atividades como comunicação com o público-alvo (ex: comunidade, estudantes), promoção dos serviços educacionais, gestão do relacionamento com stakeholders e qualidade/satisfação dos estudantes com os serviços prestados (Sujchaphong, Nguyen, & Melewar, 2015;Bambirra & Guimarães, 2015). Iqbal (2016) apontou que nesse setor o marketing compreende ações destinadas a alcançar a quantidade de estudantes desejada e pode envolver o uso de estratégias como: presença nas mídias sociais, patrocínio de eventos (institucionais e comunitários) e comunicação publicitária por meio de outdoor, inboud marketing e flyers, por exemplo.…”

Section: No Brasil Há Instituições Comunitárias De Ensino Superior (unclassified

Posicionamento De Marca: Estudo De Casos Na Instituição Comunitária De Ensino Superior

Sarquis¹,

Hoeckesfeld²,

Soares³

et al. 2017

10.18226/23190639

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-Mauricio.Lima@unisul.br RESUMO Posicionamento de marca é projetar determinada marca na mente do público-alvo, buscando obter posição distintiva em relação aos seus concorrentes. O estudo buscou examinar como marcas de duas instituições comunitárias de ensino superior estão posicionadas no mercado, segundo a ótica de estudantes e seus gestores de marketing. Trata-se de estudo de abordagem qualitativa, com enfoque exploratório e na forma de estudo de casos múltiplos, com dados coletados via focus group e entrevista semi-estruturada em profundidade realizada no ambiente de trabalho dos gestores. O processo de análise dos dados envolveu a análise de conteúdo, com categorização temática. Os resultados revelaram os critérios de decisão utilizados por estudantes de graduação na seleção da instituição comunitária de ensino superior, o posicionamento das marcas/instituições percebido pelos estudantes e o posicionamento das marcas desejado pelas instituições, nos atributos qualidade de ensino versus preço e localização versus reconhecimento de mercado. Os resultados apontam, também, que há diferenças entre o posicionamento desejado pelas instituições e o posicionamento percebido pelos estudantes. O estudo possibilitou ampliar o conhecimento sobre posicionamento de marcas de serviços, coletar evidências empíricas sobre critérios de decisão dos estudantes na seleção da instituição comunitária de ensino superior e confirmar algumas proposições teóricas sobre o tema.Palavras-chave: Marketing de serviços. Posicionamento de marcas. Marcas de serviços. Instituição Comunitária de Ensino Superior. ABSTRACTBrand positioning is design a particular brand in the mind of a target audience, seeking to get distinctive position over competitors. The study sought to examine how brands of two community institutions of higher education are positioned in the market, according to the viewpoint of students and their marketing managers. It is a qualitative study, with an exploratory approach, in the form of a multiple case study, with data collected through focus group and in depth semi-structured interview performed in the managers work environment. The data analysis process involved content analysis, with thematic categorization. The results revealed the decision criteria used by undergraduate students in the selection of the community institution of higher education, the brands/institutions positioning perceived by the students and the brand positioning desired by the institutions, in the attributes quality of teaching versus price and location versus market recognition. The results also point out that there are differences between the desired positioning by the institutions and the perceived positioning by the students. The study enabled to broaden the knowledge about the positioning of service brands, to collect empirical evidence on the decision criteria of the students in the selection of the community institution of higher education and to confirm some theoretical propositions on the subject. Keywords: Services marketing. Brands positio...

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Towards a branding oriented higher education sector: An overview of the four perspectives on university marketing studies

Abstract: An open access repository of Middlesex University research http://eprints.mdx.ac.uk Sujchaphong, Narissara, Nguyen, Bang and Melewar, T. C. (2017) Towards a branding oriented higher education sector: an overview of the four perspectives on university marketing studies.

Cited by 9 publications

References 103 publications

Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

Brand Reputation Management And Brand Experience Towards Reputation of Malaysian Polytechnics

HR practice, organisational commitment & citizenship behaviour

Posicionamento De Marca: Estudo De Casos Na Instituição Comunitária De Ensino Superior

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