Brand Personality in Higher Education: Anthropomorphized University Marketing Communications

Autor/inn/en	Rutter, Richard; Lettice, Fiona; Nadeau, John
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 Verfügbarkeit
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 + Suchen Sie Ihr Suchwort? 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).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2020/1/01