IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i10p6151-d818726.html
   My bibliography  Save this article

The Interface between the Brand of Higher Education and the Influencing Factors

Author

Listed:
  • Aleksandar Brzaković

    (Faculty of Applied Management, Economics and Finance, University Business Academy in Novi Sad, 21107 Novi Sad, Serbia)

  • Tomislav Brzaković

    (Faculty of Applied Management, Economics and Finance, University Business Academy in Novi Sad, 21107 Novi Sad, Serbia)

  • Darjan Karabašević

    (Faculty of Applied Management, Economics and Finance, University Business Academy in Novi Sad, 21107 Novi Sad, Serbia)

  • Gabrijela Popović

    (Faculty of Applied Management, Economics and Finance, University Business Academy in Novi Sad, 21107 Novi Sad, Serbia)

  • Renata Činčikaitė

    (Business Management Faculty, Vilnius Gediminas Technical University, Sauletekio al. 11, LT-10223 Vilnius, Lithuania)

Abstract

The world is changing faster than ever before. Continuous changes are also affecting the higher education sector. The number of programs on offer is growing, attraction strategies are changing, and the branding and positioning of higher education institutions are gaining significance. The growing influence of social networks on personal choice cannot be ignored. Of the world’s population, 57% uses social networks and spends an average of 2.5 h a day on them. The most popular social network, Facebook, has up to 2.9 billion active users every month. Therefore, the questions arise as to which factors influence one or another consumer choice, how social networks contribute to brand awareness, and what impact brand has on the higher education sector. After systematic and comparative analysis of concepts published in the scientific literature, the analysis of brand, brand promotion concepts, and factors that increase brand awareness is performed. This study seeks to determine whether and to what extent individual factors influencing student motivation and social networking influence the distinctiveness of a higher education institution brand and how factors influencing student motivation and social networking affect the distinctiveness of higher education institutions’ brands in general. The results of this study can help higher education institutions to develop their own plans, strategies, and good practices. Research methods: systematic and comparative analysis of concepts and methods published in the scientific literature, mathematical and statistical methods, statistical processing, and expert survey.

Suggested Citation

  • Aleksandar Brzaković & Tomislav Brzaković & Darjan Karabašević & Gabrijela Popović & Renata Činčikaitė, 2022. "The Interface between the Brand of Higher Education and the Influencing Factors," Sustainability, MDPI, vol. 14(10), pages 1-22, May.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:6151-:d:818726
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/10/6151/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/10/6151/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hsieh, Sara H. & Chang, Aihwa, 2016. "The Psychological Mechanism of Brand Co-creation Engagement," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 13-26.
    2. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    4. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
    5. Ryan Rahinel & Noelle M. Nelson, 2016. "When Brand Logos Describe the Environment: Design Instability and the Utility of Safety-Oriented Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 478-496.
    6. da Silveira, Catherine & Lages, Carmen & Simões, Cláudia, 2013. "Reconceptualizing brand identity in a dynamic environment," Journal of Business Research, Elsevier, vol. 66(1), pages 28-36.
    7. Foroudi, Pantea & Melewar, T.C. & Gupta, Suraksha, 2014. "Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting," Journal of Business Research, Elsevier, vol. 67(11), pages 2269-2281.
    8. Yuwei Jiang & Gerald J. Gorn & Maria Galli & Amitava Chattopadhyay, 2016. "Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments," Journal of Consumer Research, Oxford University Press, vol. 42(5), pages 709-726.
    9. Nguyen, Bang & Yu, Xiaoyu & Melewar, T.C. & Hemsley-Brown, Jane, 2016. "Brand ambidexterity and commitment in higher education: An exploratory study," Journal of Business Research, Elsevier, vol. 69(8), pages 3105-3112.
    10. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    11. V. Kumar & JeeWon Brianna Choi & Mallik Greene, 2017. "Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 268-288, March.
    12. Hamilton, Mitchell & Kaltcheva, Velitchka D. & Rohm, Andrew J., 2016. "Social Media and Value Creation: The Role of Interaction Satisfaction and Interaction Immersion," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 121-133.
    13. Appiah, Dominic & Howell, Kerry E. & Ozuem, Wilson & Lancaster, Geoff, 2019. "Building resistance to brand switching during disruptions in a competitive market," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 249-257.
    14. Yu-Shan Athena Chen & Lien-Ti Bei, 2019. "Free the brand: How a logo frame influences the potentiality of brand extensions," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 349-364, July.
    15. Malthouse, Edward C. & Haenlein, Michael & Skiera, Bernd & Wege, Egbert & Zhang, Michael, 2013. "Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 270-280.
    16. Dora E. Bock & Sonja Martin Poole & Mathew Joseph, 2014. "Does branding impact student recruitment: a critical evaluation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 11-21, June.
    17. Park, C. Whan & Eisingerich, Andreas B. & Pol, Gratiana & Park, Jason Whan, 2013. "The role of brand logos in firm performance," Journal of Business Research, Elsevier, vol. 66(2), pages 180-187.
    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. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    2. Fangfang Li & Jorma Larimo & Leonidas C. Leonidou, 2021. "Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 51-70, January.
    3. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    4. Irina Maiorescu & Mihaela Bucur & Bogdan Georgescu & Daniel Moise & Vasile Alecsandru Strat & Ion Daniel Zgură, 2020. "Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    5. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
    6. Othman Boujena & Isabelle Ulrich & Aikaterini Manthiou & Bruno Godey, 2021. "Customer engagement and performance in social media: a managerial perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(4), pages 965-987, December.
    7. Marchand, André & Hennig-Thurau, Thorsten & Flemming, Jan, 2021. "Social media resources and capabilities as strategic determinants of social media performance," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 549-571.
    8. Gustafson, Brandon M. & Pomirleanu, Nadia & John Mariadoss, Babu & Johnson, Jean L., 2021. "The social buyer: A framework for the dynamic role of social media in organizational buying," Journal of Business Research, Elsevier, vol. 125(C), pages 806-814.
    9. Karikari, Serwaa & Osei-Frimpong, Kofi & Owusu-Frimpong, Nana, 2017. "Evaluating individual level antecedents and consequences of social media use in Ghana," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 68-79.
    10. Osei-Frimpong, Kofi & McLean, Graeme, 2018. "Examining online social brand engagement: A social presence theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 10-21.
    11. Jaffar Abbas & Shahid Mahmood & Hashim Ali & Muhammad Ali Raza & Ghaffar Ali & Jaffar Aman & Shaher Bano & Mohammad Nurunnabi, 2019. "The Effects of Corporate Social Responsibility Practices and Environmental Factors through a Moderating Role of Social Media Marketing on Sustainable Performance of Business Firms," Sustainability, MDPI, vol. 11(12), pages 1-33, June.
    12. Olaf Maecker & Christian Barrot & Jan U. Becker, 2016. "The effect of social media interactions on customer relationship management," Business Research, Springer;German Academic Association for Business Research, vol. 9(1), pages 133-155, April.
    13. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2017. "A multidisciplinary perspective of big data in management research," International Journal of Production Economics, Elsevier, vol. 191(C), pages 97-112.
    14. Wondwesen Tafesse & Anders Wien, 2017. "A framework for categorizing social media posts," Cogent Business & Management, Taylor & Francis Journals, vol. 4(1), pages 1284390-128, January.
    15. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    16. Perez-Vega, Rodrigo & Hopkinson, Paul & Singhal, Aishwarya & Mariani, Marcello M., 2022. "From CRM to social CRM: A bibliometric review and research agenda for consumer research," Journal of Business Research, Elsevier, vol. 151(C), pages 1-16.
    17. Tuleu Daniela, 2015. "Antecedents Of Customer Relationship Management Capabilities," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1285-1294, July.
    18. Pilar, Ladislav & Balcarova, Tereza & Rojik, Stanislav & Ticha, Ivana & Polakova, Jana, 2018. "Customer experience with farmers’ markets: what hashtags can reveal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    19. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
    20. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.

    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:gam:jsusta:v:14:y:2022:i:10:p:6151-:d:818726. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.