Brand personality and student consumerism towards higher education in Indonesia

Modern society today relies on the ideology of consumption, not just a marker social status person or group but mechanism used by consumers to gain prestige buying consuming goods considered high customers. The increasing reach consumerism has expanded traditional definition "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend act as university education. Consumerism correlates with brand personality. There is fine line universities must build and maintain will enable academics within express integrity intellectual qualities both their teaching research. This expression should include participants recipients only when they are involved class community which University located.