The Advertising Push And The Brand Image Of The Marketing Degrees In Portugal

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The Advertising Push And The Brand Image Of The Marketing Degrees In Portugal

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Joao Leitao (Universidade da Beira Interior)
Ricardo Gouveia Rodrigues (Universidade da Beira Interior)
Paulo Duarte (Universidade da Beira Interior)

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Abstract

An abrupt growth, in terms of the supply of marketing degrees in Portugal, has, recently, been observed, which has contributed for intensifying the concurrence between the institutions of undergraduate education. In this new competitive environment the development of a brand image associated with this kind of supply, is intended as a strategic variable for communicating with different targets. In this article, the different types of factors that contribute for the creation of the brand image of the institutions of undergraduate education, are presented, by highlighting the importance of the advertising push, for obtaining the desirable demand pull, which can be associated with the basic supply of undergraduate education, and with others upper educational degrees that are supplied by the same education institutions.

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Paper provided by EconWPA in its series HEW with number 0509009.

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Length: 15 pages
Date of creation: 26 Sep 2005
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Handle: RePEc:wpa:wuwphe:0509009

Note: Type of Document - pdf; pages: 15
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Find related papers by JEL classification:
I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising

This paper has been announced in the following NEP Reports:

NEP-ALL-2005-10-04 (All new papers)
NEP-EDU-2005-10-04 (Education)
NEP-MKT-2005-10-04 (Marketing)

References listed on IDEAS
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Boyer, Kenneth D, 1974. "Informative and Goodwill Advertising," The Review of Economics and Statistics, MIT Press, vol. 56(4), pages 541-48, November. [Downloadable!] (restricted)
Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-54, July/Aug.. [Downloadable!] (restricted)

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