University Social Responsibility and Brand Consideration for Universities

Plungpongpan, Jirawan; Tiangsoongnern, Leela; Speece, Mark

doi:10.2139/ssrn.2727170

Cited by 2 publications

(2 citation statements)

References 8 publications

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“…Brand image is vital for helping private institution of higher education gain entry to the brand consideration set. Creating the brand image of the private university is essential to the long-term survival of the university (Plungpongpan et al, 2016). Although organizational image has been examined frequently in other sectors, it has been seldom studied in the education arena.…”

Section: University External Brand Image and Student Adoption To Changementioning

confidence: 99%

The Impact of Implementing Technology Brand Reputation and University External Image on The Student Adoption to Change: A Moderated Mediation Approach

Anwar,

Awan,

Arshad

2023

ijmst

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Objective- The basic aim or objective of this study is to investigate the impact of implementing technology brand reputation and the university's external image on the student’s adoption to change. Based on the social identity theory this research recommends that implementing technology with brand reputation and university external image may induce their students to adopt these technologies. It is further argued that the effect of these factors also depend on the student’s university identification and their culture. Methodology/ design/approach - This study used the convenience sampling method for collecting the data from the 370 students of the educational sector in Pakistan during the implementation of new online technology systems. The model of this study was tested by using the structure equation modeling technique in Amos. Findings- The analysis of this study suggests that implementing technology brand reputation and the university external image positively increased the student’s adoption to change and their relationship is also importance for the better performance of university when student’s deification with the university are high and when they are loyal to their institution then they easily adopt the changes whatever technology is being implement in their institution. Value/originality - In this latest ere of research, technology play an important role in educational sector for different activities or most popularly for online classes during an epidemic situation which is need to study the role of brand reputation and university image in the student identification and adoption behavior. The study fills this gap and has two main contributions: one is how reputation of technological brand which is implementing in the university and their external image play a role in student adoption for change perspectives and second is how social identity perspective model leads students to quickly adopt this technological change.

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Section: University External Brand Image and Student Adoption To Changementioning

confidence: 99%

The Impact of Implementing Technology Brand Reputation and University External Image on The Student Adoption to Change: A Moderated Mediation Approach

Anwar,

Awan,

Arshad

2023

ijmst

View full text Add to dashboard Cite

show abstract

“…Kardes et al (1993) also mentioned that prospective students may forms brand or image consideration sets for the universities for the most appropriate for them. Universities are able to differentiate themselves by creating strong brand images are recognized by prospective students (Plungpongpan et at, 2016). The uniqueness of higher education is that the university reputation has been traditionally the main indicator together with emergence of branding, the adoption concepts such as brand identity and image are becoming increasingly important (Hemsely -Brown et at, 2016).…”

Section: Introductionmentioning

confidence: 99%

Students’ Perception as a Customer Concept on University Image

Cheevapruk¹,

Pooripakdee²

2017

Topics in Economics, Business and Management (EBM)

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Due to the increasing of number of universities in Thailand might lead to high competitive environment. Therefore, the university image and brand play an important role for student's intention to study at each university. This research aims to identify the factors that influence an individual's perception on image and brand at a practice engineering school. The sample group of 420 high school students who applied for technological university was collected. The descriptive statistics and factor analysis were used to examine the students' perception on university image. The results showed that students' perception on image can be categorized into 3 factors: external characteristic factor, emotional factor and taste and intention Factor.

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University Social Responsibility and Brand Consideration for Universities

Cited by 2 publications

References 8 publications

The Impact of Implementing Technology Brand Reputation and University External Image on The Student Adoption to Change: A Moderated Mediation Approach

The Impact of Implementing Technology Brand Reputation and University External Image on The Student Adoption to Change: A Moderated Mediation Approach

Students’ Perception as a Customer Concept on University Image

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