INNOVATIVE TECHNOLOGIES OF BRAND MANAGEMENT IN EDUCATION

Brand management in higher education: The University Brand Personality Scale

Article history: Received 1 March 2015 Received in revised form 1 November 2015 Accepted 1 December 2015 Available online xxxx Many universities leverage symbolic qualitieswith the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study devel...

application of brand personality scale in automobile industry: the study of samand’s brand personality dimensions

این تحقیق شخصیت برند سمند را در ایران با استفاده از مدل پنج بعدی آکر (1997) بعنوان یک چهارچوب بطور توصیفی سنجیده است. بنابر این چهارچوب که دراصل در 42 جزء (42 ویزگی شخصیتی) ودر پنج بعد شخصیتی طراحی شده بود ودر کشورها وصنایع مختلف آزموده شده بود, پرسنامه به زبان فارسی ترجمه شده و با استفاده از روشهای ترجمه معکوس و مصاحبه عمیق با 12 متخصص ایرانی به 38 جزء کاهش یافت. و نظرسنجی ای در پنج نمایندگی ا...

Corporate Brand Management in Higher Education: The Case of ERAU

The role of brand attachment power in the brand equity of higher education at international level

This research examined the role of brand attachment power in the brand equity of international higher education. An applied research method as chosen for this study. A descriptive correlational-survey method was used for data collection. The statistical population of the study included all non-Iranian students whose place of residence is outside Iran's borders but have studied at one of the i...

Business and Management Education through Learning Technologies

Learning technologies are currently being used in many business schools as media for transforming and innovating management education. The purpose of this paper is to design a conceptual framework for matching learning outputs with appropriate learning technologies. Four learning outputs are identified – knowledge, interpersonal skills, virtues and capabilities– and six categories of learning t...