Brand personality in the university context : developing a multidimensional framework

dc.contributor.advisorSung, Yongjunen
dc.contributor.committeeMemberDrumwright, Minetteen
dc.creatorMallya, Dipikaen
dc.date.accessioned2012-06-25T17:58:04Zen
dc.date.available2012-06-25T17:58:04Zen
dc.date.issued2012-05en
dc.date.submittedMay 2012en
dc.date.updated2012-06-25T17:58:13Zen
dc.descriptiontexten
dc.description.abstractThe concept of university branding has received considerable attention over the past decade, with numerous studies being conducted on university image, reputation and identity. However, few research studies have focused exclusively on the brand personality construct in relation to universities. This study develops a theoretical framework for the measurement and evaluation of university brand personality. Forty American universities were evaluated based on a set of personality traits by 209 college students and alumni from the United States. Five dimensions of university brand personality were observed: Sincerity, Prestige, Excitement, Distinctiveness and Ruggedness. This framework serves as a research tool to investigate brand personality characteristics, and facilitates the comparison of different institutions on a uniform scale. Numerous applications exist in the areas of brand strategy, positioning and crisis management.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifier.slug2152/ETD-UT-2012-05-5532en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2012-05-5532en
dc.language.isoengen
dc.subjectBrand personalityen
dc.subjectUniversity brandingen
dc.subjectBrand identityen
dc.titleBrand personality in the university context : developing a multidimensional frameworken
dc.type.genrethesisen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorUniversity of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen

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