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| Autor/inn/en | Idris, Muhammad Zaffwan; Whitfield, T. W. Allan |
|---|---|
| Titel | Swayed by the Logo and Name: Does University Branding Work? |
| Quelle | In: Journal of Marketing for Higher Education, 24 (2014) 1, S.41-58 (18 Seiten)Infoseite zur Zeitschrift
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| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0884-1241 |
| DOI | 10.1080/08841241.2014.919979 |
| Schlagwörter | Universities; Higher Education; Marketing; Advertising; Reputation; Foreign Countries; Questionnaires; Online Surveys; Factor Analysis; Lecture Method; Gender Differences; Student Attitudes; Institutional Characteristics; Research; Educational Quality; Australia; India; United Kingdom; United States |
| Abstract | Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the effectiveness of CVI in influencing observers' perceptions of a university and, by association, its lecturers. A secondary question concerned the name. Photographs of two lecturers (M/F) were placed into controlled digital simulations of a university foyer featuring systematically varied CVI and name. Using a range of measures and a large-sample Internet survey of n?=?888, we found that CVI and name affected respondents' perceptions of university lecturers. However, the enhancement was exclusively upon perceptions of the male lecturer, and strongly favored traditional, heraldic CVI, with a secondary naming effect. (As Provided). |
| Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
| Update | 2017/4/10 |
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