Significant parameters in brand building of a university

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F17%3A43875439" target="_blank" >RIV/70883521:28130/17:43875439 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Significant parameters in brand building of a university

Original language description

In a consideration of an ever-increasing competition for students in higher education it is necessary to analyze a brand perception of a university or more precisely of a faculty, manage the brand effectively and adjust marketing communication to target groups which will arouse positive image and at the same time retain it. An analysis of brand image of a selected Czech faculty (Faculty of Multimedia Communications of TBU in Zlín) is therefore an aim of this contribution. Based on the results of two quantitative surveys it is necessary to determine the applicant perception of image parameters of the selected faculty first and then verify whether the contradictory factors significantly affect the perception of chosen university prestige.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2017

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Marketing Identity: Brands We Love, Pt I

ISBN

978-80-8105-840-0

ISSN

1339-5726

e-ISSN

neuvedeno

Number of pages

8

Pages from-to

123-131

Publisher name

Univerzita sv. Cyrila a Metoda v Trnave

Place of publication

Trnava

Event location

Smolenice

Event date

Nov 8, 2016

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000410451700012