Literaturnachweis - Detailanzeige
| Autor/inn/en | Shafaei, Azadeh; Nejati, Mehran; Maadad, Nina |
|---|---|
| Titel | Brand Equity of Academics: Demystifying the Process |
| Quelle | In: Journal of Marketing for Higher Education, 29 (2019) 1, S.121-133 (13 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
| Zusatzinformation | ORCID (Shafaei, Azadeh) ORCID (Nejati, Mehran) ORCID (Maadad, Nina) |
| Sprache | englisch |
| Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
| ISSN | 0884-1241 |
| DOI | 10.1080/08841241.2019.1605438 |
| Schlagwörter | Reputation; Marketing; College Faculty; Student Attitudes; Universities; Graduate Students; Trust (Psychology); Institutional Advancement; Correlation; Teacher Effectiveness; Foreign Countries; Structural Equation Models; Student Recruitment; Student Characteristics; Teacher Characteristics; Malaysia |
| Abstract | The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate students in Malaysian universities using a structured questionnaire. Results of analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed there is a significant relationship (total effect) between academics' competence and customer-based brand equity. We found that the path from competence to brand equity goes through trust, likability, and commitment. Given the growing popularity of higher education in the new millennium and important role of academics in leading students to success, findings of the present study can enhance our understanding of academics' branding and universities' overall image. The implications and contributions of the study to university administrators and academics are discussed. (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 |
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