IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vxxy2022i2p159-171.html
   My bibliography  Save this article

A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions

Author

Listed:
  • Marilia (Maria) KOUNTOURIDOU

    (European University Cyprus)

  • Dino DOMIC

    (European University Cyprus)

Abstract

Branding is a well-known concept in the business field, and its application in the higher education sector has been introduced in recent years. Higher education branding is an effective strategy which has received considerable attention in recent years, and a growing number of articles on the subject have begun to appear in the literature. However, an apparent gap within the literature indicates that students’ perceptions of university brand images have not been thoroughly researched. Therefore, the purpose of this research is to investigate the impact of a positive visualisation course in brand identity on the perception of freshmen students of a university brand image. A qualitative approach has been selected as the most suitable for this study, and the methodology for the study of the aforementioned area is grounded theory. The research findings revealed that the positive visualisation course in brand identity can positively affect freshmen students’ perceptions of the university brand image.

Suggested Citation

  • Marilia (Maria) KOUNTOURIDOU & Dino DOMIC, 2022. "A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 159-171, November.
    • Handle: RePEc:aio:manmar:v:xx:y:2022:i:2:p:159-171
    as

    Download full text from publisher

    File URL: http://mnmk.ro/documents/2022_2/3-4-2-22.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chris Chapleo, 2015. "Brands in Higher Education," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 150-163, April.
    2. Norman Rudhumbu & Avinash Tirumalai & Babli Kumari, 2017. "Factors that Influence Undergraduate Students¡¯ Choice of a University: A Case of Botho University in Botswana," International Journal of Learning and Development, Macrothink Institute, vol. 7(2), pages 27-37, June.
    3. Mollie Dollinger & Jason Lodge & Hamish Coates, 2018. "Co-creation in higher education: towards a conceptual model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 210-231, July.
    4. Asal Aghaz & Amin Hashemi & Maryam S. Sharifi Atashgah, 2015. "Factors contributing to university image: the postgraduate students' points of view," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 104-126, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    2. Maritza Katherine Galindo-Illanes & Juan Alejandro Gallegos-Mardones & Arturo Z. Vasquez-Parraga, 2021. "Explaining Loyalty in Higher Education: A Model and Comparative Analysis from the Policy of Gratuity, a Case Applied to Chile," Sustainability, MDPI, vol. 13(19), pages 1-15, September.
    3. Dziewanowska Katarzyna & Kacprzak Agnieszka, 2023. "The Influence of Engagement in Value Co-Creation on E-Learning Experience and Student Satisfaction: An Empirical Study," Marketing of Scientific and Research Organizations, Sciendo, vol. 28(2), pages 61-80, June.
    4. Evelyn Hendriana & Khairil Wahidin Awang & Raja Nerina Raja Yusof, 2023. "The interplay between country image and regional ethnocentrism to motivate students considering neighbouring countries," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(4), pages 426-441, December.
    5. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    6. Nha Nguyen & Gaston LeBlanc, 2021. "The Impact of Service Employees and Servicescape on Customers’ Perception of Quality Improvement Efforts," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 7(2), pages 123-144, April.
    7. Roberta Pinna & Gianfranco Cicotto & Hosein Jafarkarimi, 2023. "Student’s Co-Creation Behavior in a Business and Economic Bachelor’s Degree in Italy: Influence of Perceived Service Quality, Institutional Image, and Loyalty," Sustainability, MDPI, vol. 15(11), pages 1-20, June.
    8. Lafuente Ruiz de Sabando, Amaia & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The university image: a model of overall image and stakeholder perspectives," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    9. Nguyen-Tan Hung & Kuo-Liang Yen, 2022. "Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment," Sustainability, MDPI, vol. 14(14), pages 1-22, July.
    10. Vo Thi Ngoc Thuy & Hoang Doan Phuong Thao, 2017. "Impact of students’ experiences on brand image perception: the case of Vietnamese higher education," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(2), pages 217-251, June.
    11. Pilar Laguna-Sánchez & Jesús Palomo & Concepción de la Fuente-Cabrero & Mónica de Castro-Pardo, 2020. "A Multiple Criteria Decision Making Approach to Designing Teaching Plans in Higher Education Institutions," Mathematics, MDPI, vol. 9(1), pages 1-14, December.
    12. Adolfo Meisel Roca & Angela Granger, 2020. "Transición demográfica y sus consecuencias en la matrícula universitaria en Colombia," Revista Economía y Región, Universidad Tecnológica de Bolívar, vol. 14(1), pages 1-34, June.
    13. Paul Tongkomah Saayir & Leticia Bosu, 2021. "Students’ Choice of Business Studies as Programme of study: The Case of Senior High Schools in the Wa Municipality," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(3), pages 491-498, March.
    14. Cleopatra Moipone Matli & Tshepo Tlapana & Raymond Hawkins-Mofokeng, 2021. "The role of branding in the choice of a university of technology: A study among first years students in Kwazulu-Natal," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 342-352, October.
    15. Liwång, Hans, 2022. "Defense development: The role of co-creation in filling the gap between policy-makers and technology development," Technology in Society, Elsevier, vol. 68(C).
    16. Evangelos Paraskevopoulos & Marios Avraamides & Panagiotis D. Bamidis & Christian Dobel & Sotiria Gilou & Christos I. Ioannou & Dimitris Kikidis & Birgit Mazurek & Winfried Schlee & Andria Shimi & Ele, 2022. "Utilizing Co-Creative Principles to Develop an E-Learning Platform for Interprofessional Training on Tinnitus: The Erasmus+ Project Tin-TRAC," IJERPH, MDPI, vol. 19(14), pages 1-6, July.
    17. Luis Rubalcaba, 2022. "Understanding Innovation in Education: A Service Co-Production Perspective," Economies, MDPI, vol. 10(5), pages 1-22, April.
    18. Lien Thi Kim Nguyen & Tom M. Y. Lin & Hoang Phuong Lam, 2021. "The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing," Sustainability, MDPI, vol. 13(12), pages 1-14, June.
    19. Lucio Masserini & Matilde Bini & Monica Pratesi, 2019. "Do Quality of Services and Institutional Image Impact Students’ Satisfaction and Loyalty in Higher Education?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 146(1), pages 91-115, November.
    20. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.

    More about this item

    Keywords

    higher education marketing; perception; branding; brand image; higher education branding;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:xx:y:2022:i:2:p:159-171. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catalin Barbu (email available below). General contact details of provider: https://edirc.repec.org/data/fecraro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.