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

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/75081431:_____/21:00002327

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2021

Kód důvěrnosti údajů

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

Název periodika

Communication Today

ISSN

1338-130X

e-ISSN

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Svazek periodika

12

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

SK - Slovenská republika

Počet stran výsledku

17

Strana od-do

128-144

Kód UT WoS článku

000728762000011

EID výsledku v databázi Scopus

2-s2.0-85121909985