Brand management in higher education: The University Brand Personality Scale

Philipp A. Rauschnabel, Nina Krey, Barry J. Babin and Bjoern S. Ivens

Journal of Business Research, 2016, vol. 69, issue 8, 3077-3086

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.

Keywords: University marketing; Brand personality; Higher education; Scale development; Brand love; Branding (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:8:p:3077-3086

DOI: 10.1016/j.jbusres.2016.01.023

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