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

Author

Listed:
  • Joao Leitao

    (Universidade da Beira Interior)

  • Ricardo Gouveia Rodrigues

    (Universidade da Beira Interior)

  • Paulo Duarte

    (Universidade da Beira Interior)

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.

Suggested Citation

  • Joao Leitao & Ricardo Gouveia Rodrigues & Paulo Duarte, 2005. "The Advertising Push And The Brand Image Of The Marketing Degrees In Portugal," HEW 0509009, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwphe:0509009
    Note: Type of Document - pdf; pages: 15
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    References listed on IDEAS

    as
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    2. Boyer, Kenneth D, 1974. "Informative and Goodwill Advertising," The Review of Economics and Statistics, MIT Press, vol. 56(4), pages 541-548, November.
    3. Nelson, Philip, 1974. "Advertising as Information," Journal of Political Economy, University of Chicago Press, vol. 82(4), pages 729-754, July/Aug..
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Advertising; Brand Image; Undergraduate Education.;
    All these keywords.

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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