Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10492621 | Journal of Business Research | 2016 | 10 Pages |
Abstract
Many universities leverage symbolic qualities with 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.
Related Topics
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Business and International Management
Authors
Philipp A. Rauschnabel, Nina Krey, Barry J. Babin, Bjoern S. Ivens,