Naslov
The impact of marketing communication strategy on building brand personality of a private higher education institution

Autori
Ostojić, Martina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 9th International Scientific Symposium „Region, Entrepreneurship, Development” / - , 2020, 1149-1158

Skup
9th International Scientific Symposium „Region, Entrepreneurship, Development”

Mjesto i datum
Osijek, Hrvatska, 04.06.2020

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
private higher education, marketing, branding, brand personality

Sažetak
High level of market competitiveness in higher education is increasing the need for understanding, managing and strengthening the brand of higher education institutions, and especially private higher education institutions with the purpose of gaining the competitive edge. Brand personalities of higher education institutions, due to their symbolic function, help to create strong brand associations in the minds of potential students. The purpose of this paper was to test the role of marketing communication strategy toward potential students in the development of brand personality of a higher education institution. Primary research was conducted by surveying a sample of 201 students of undergraduate and graduate study programmes at the Libertas International University. The obtained results indicate that a marketing communication strategy can positively impact the development of brand personality that is significant for the image of a higher education institution on the higher education market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA