Who are you, Alma Mater? Positioning Universities on Brand Personality Dimensions

摘要

Increasing competition among universities heightens the need to understand, manage, and leverage a strong brand position. As a result, many universities make use of symbolic brand attributes, such as brand personality, to differentiate them from competition. Yet, little is known about the conceptualization and role of university brand personality in targeting students. The current research addresses this deficiency by developing a theoretically based model specific to the higher education marketing context, by applying established scale development procedures. The main objective is the development of a new scale - the University Brand Personality Scale (UBPS).