Literaturnachweis - Detailanzeige
Autor/inn/en | Rutter, Richard; Lettice, Fiona; Nadeau, John |
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Titel | Brand Personality in Higher Education: Anthropomorphized University Marketing Communications |
Quelle | In: Journal of Marketing for Higher Education, 27 (2017) 1, S.19-39 (21 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
Zusatzinformation | ORCID (Rutter, Richard) ORCID (Lettice, Fiona) |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
ISSN | 0884-1241 |
DOI | 10.1080/08841241.2016.1213346 |
Schlagwörter | Higher Education; Communication Strategies; School Catalogs; Content Analysis; Institutional Advancement; Personality Traits; Qualitative Research; Word Frequency; Undergraduate Study; Cluster Grouping Hochschulbildung; Hochschulsystem; Hochschulwesen; Kommunikationsstrategie; Schulprogramm; Inhaltsanalyse; nicht übertragen; Individual characteristics; Personality characteristic; Persönlichkeitsmerkmal; Qualitative Forschung; Word analysis; Frequency; Wortanalyse; Häufigkeit; Grundstudium; Eingruppierung |
Abstract | While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand differentiation, little is known about the similarities and differences between institutional marketing communications utilized to build their brands. This research seeks to explore and analyze the prospectuses of the top 10 HEIs in the UK and to draw comparison between their relative positions using a brand personality lens. While the brand personality trait of sincerity was common for all of the HEIs, there was clear differentiation on the basis of other traits, demonstrating that brand personality deepens our understanding of HEI positioning. Two main brand personality groupings were evident among the top 10 institutions: excitement and competence. (As Provided). |
Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2020/1/01 |