Brand management in higher education: The University Brand Personality Scale
نویسندگان
چکیده
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 develops and validates a six-dimension University Brand Personality Scale (UBPS). The UBPS comprises prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan dimensions. Results suggest that the scale strongly relates to brand love, positive word-of-mouth, and students' intention to support their university as alumni. Theoretical implications and recommendations for university managers follow from study results. © 2016 Published by Elsevier Inc.
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