Using Net Promoter Type Scores to Understand Brand Personality: A Three University Exploration

Patrick Foley, Ann Mitsis and Dionysis Skarmeas

No 199, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: This study presents an exploration into the applicability of the concept of brand personality within the globally competitive higher education sector, by explicitly investigating the brand personality net promoter type scores for two premium branded universities one located in Australia and the other in the UK and one Australian non-premium branded university. Fee paying postgraduate business students were used as a consumer group. This research provides a novel and valuable insight into brand personality identification and argues that brand personality dimension resonance is created by the congruence of the promoter behaviour of the existing student cohort. This promoter behaviour emerges from students' day to day interactions with the university, and with the brand messages and images the university transmits to its stakeholders. A marketing strategy to strengthen and refine brand personality resonance is presented.

Keywords: Brand personality; net promoter type scores; universities (search for similar items in EconPapers)
Date: 2010-07-05
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