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%2F75081431%3A_____%2F21%3A00002327" target="_blank" >RIV/75081431:_____/21:00002327 - isvavai.cz</a>
Alternative codes found
RIV/70883521:28130/21:63535438
Result on the web
<a href="https://communicationtoday.sk/wp-content/uploads/10_JURIKOVA-et-al_CT-2-2021.pdf" target="_blank" >https://communicationtoday.sk/wp-content/uploads/10_JURIKOVA-et-al_CT-2-2021.pdf</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’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.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50200 - Economics and Business

Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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