IDEAS home Printed from https://ideas.repec.org/p/wpa/wuwphe/0509009.html
   My bibliography  Save this paper

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, EconWPA.
  • Handle: RePEc:wpa:wuwphe:0509009
    Note: Type of Document - pdf; pages: 15
    as

    Download full text from publisher

    File URL: http://econwpa.repec.org/eps/hew/papers/0509/0509009.pdf
    Download Restriction: no

    References listed on IDEAS

    as
    1. repec:mes:challe:v:33:y:1990:i:5:p:55-57 is not listed on IDEAS
    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)

    More about this item

    Keywords

    Advertising; Brand Image; Undergraduate Education.;

    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

    NEP fields

    This paper has been announced in the following NEP Reports:

    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:wpa:wuwphe:0509009. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (EconWPA). General contact details of provider: http://econwpa.repec.org .

    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 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.

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

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.