عنوان انگلیسی مقاله:

Understanding university brand loyal ty: the mediating role of attitudes towards the departm ent and university

ترجمه عنوان مقاله: درک وفاداری نام تجاری دانشگاه: نقش میانجی نگرش نسبت به بخش و دانشگاه

رشته: بازاریابی

سال انتشار: 2016

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Abstract Understanding university brand loyal ty: the mediating role of attitudes towards the departm ent and university

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 stude nts. 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

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 high er 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).

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