Building the prestige of a university as a tool to achieve competitiveness

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F21%3A63535438" target="_blank" >RIV/70883521:28130/21:63535438 - isvavai.cz</a>

Alternative codes found

RIV/75081431:_____/21:00002327

Result on the web

<a href="https://communicationtoday.sk/building-the-prestige-of-a-university-as-a-tool-to-achieve-competitiveness/" target="_blank" >https://communicationtoday.sk/building-the-prestige-of-a-university-as-a-tool-to-achieve-competitiveness/</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Building the prestige of a university as a tool to achieve competitiveness

Original language description

The study addresses the importance of a higher education institution&apos;s marketing management and brand and prestige building in relation to its applicants. The research employs a wide range of secondary data sources from around the world while mainly consisting of a case study conducted in the form of a survey. The objective is to determine homogenous groups of applicants based on how they perceive the reputation of a selected university/faculty and what their preferences are when choosing a study program. The results of the research are then used to verify whether the brand values defined by the faculty in question correspond with actual perception of its brand. Groups of applicants were determined using a K-means cluster analysis and subsequently tested for the applicants&apos; preferences when choosing a university and their perceived associations to the selected faculty using an ANOVA. The results show 3 basic clusters of applicants and provide an overview of a possible approach to brand building in the context of universities. They can therefore serve as a model example fit for implementation in universities in Europe and even beyond, provided cultural dimensions and the specific environment are accounted for.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2021

Confidentiality

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

Name of the periodical

Communication Today

ISSN

1338-130X

e-ISSN

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Volume of the periodical

12

Issue of the periodical within the volume

2

Country of publishing house

SK - SLOVAKIA

Number of pages

17

Pages from-to

128-144

UT code for WoS article

000728762000011

EID of the result in the Scopus database

2-s2.0-85121909985