عنوان انگلیسی مقاله:

Understanding university brand loyalty: the mediating role of attitudes towards the department and university

ترجمه عنوان مقاله: درک وفاداری برند دانشگاه: نقش میانجی گر نگرش نسبت به بخش و دانشگاه

رشته: مدیریت بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

http://modir123.com/photo%20site/D-modir123.com%20_2_.png دانلود رایگان مقاله

چکیده مقاله

Abstract

For today’s competitive academic environment, brand management in higher education is becoming highly important. As students have many options available to them, there is a growing need to study factors that enable higher education institutions to attract and retain students. In literature, there are many factors that foster or challenge branding activities of universities. In this study, the mediating role of attitude on university performance variables and university brand loyalty relationship is investigated. A survey is used as a research instrument and applied to university students. Data is collected from 321university students studying at business administration department of a public university. Hierarchical multiple regression is used to test the hypotheses which revealed partial mediation of attitude between the relationship of university performance and university brand loyalty.

Keywords: University brand, Brand loyalty, Brand attitude, University performance

مقدمه مقاله

Introduction

Universities went through a thorough change since late 20th Century based on the changes in the society’s needs and demands. The recent increase in the demand for higher education across the world, the globalization of the job market, and ease of international movement brought about a higher education market based on rivalry and the need for managing universities as brands. Universities had to position themselves as different and desirable brands and increase their image in the eyes of their stakeholders because of this rivalry (Chapleo, 2010; Schee, 2011; Bunzel, 2007). As such, Cornell University developed a new brand programme with students and the management when they weren’t placed in the top ten lists of US News and World Report. Beaver University near Philadelphia conducted a questionnaire to students and found out that 30% of the students hadn’t preferred it because of its name. Then the university changed its brand name to Arcadia University in 2001 (Bunzel, 2007).

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png