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Brand personality and student consumerism towards higher education in Indonesia

Author

Listed:
  • Johnny Hadi Raharjo

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

  • G. Oka Warmana

    (Universitas Pembangunan Nasional Veteran Jawa Timur)

  • Damar Kristianto

    (Faculty of Vocation, Airlangga University, Airlangga St., Gubeng, 60115, Surabaya, Indonesia)

Abstract

Modern society today relies on the ideology of consumption, not just a marker of the social status of a person or group but a mechanism used by consumers to gain social status or prestige by buying or consuming goods considered high by customers. The increasing reach of consumerism ideology has expanded the traditional definition of a "commodity" into an intangible service, especially in universities' operations. Surveys show that students tend to act as consumers in university education. Consumerism correlates with brand personality. There is a fine line that universities must build and maintain that will enable academics within universities to express integrity and intellectual qualities in both their teaching and research. This expression should include students as participants and recipients not only when they are involved in the class but as participants and recipients in the community in which the University is located. Key Words:Marketing, consumerism, Education, brand personality

Suggested Citation

  • Johnny Hadi Raharjo & G. Oka Warmana & Damar Kristianto, 2022. "Brand personality and student consumerism towards higher education in Indonesia," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(7), pages 267-275, October.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:7:p:267-275
    DOI: 10.20525/ijrbs.v11i7.2126
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