Brand personality and student consumerism towards higher education in Indonesia

Johnny Hadi Raharjo, G. Oka Warmana and Damar Kristianto
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Johnny Hadi Raharjo: Universitas Pembangunan Nasional Veteran Jawa Timur
G. Oka Warmana: Universitas Pembangunan Nasional Veteran Jawa Timur
Damar Kristianto: Faculty of Vocation, Airlangga University, Airlangga St., Gubeng, 60115, Surabaya, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 7, 267-275

Abstract: Modern society today relies on the ideology of consumption, not just a marker of the social status of a person or group but a mechanism used by consumers to gain social status or prestige by buying or consuming goods considered high by customers. The increasing reach of consumerism ideology has expanded the traditional definition of a "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend to act as consumers in university education. Consumerism correlates with brand personality. There is a fine line that universities must build and maintain that will enable academics within universities to express integrity and intellectual qualities in both their teaching and research. This expression should include students as participants and recipients not only when they are involved in the class but as participants and recipients in the community in which the University is located. Key Words:Marketing, consumerism, Education, brand personality

Date: 2022
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