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Esperienze degli studenti con l’università e la sua brand equity complessiva

Esperienze degli studenti con l’università e la sua brand equity complessiva

Chloe Ong

48,57 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786208690243
48,57 €
IVA incluido
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Sobre IBD

Si ritiene che la brand equity universitaria svolga un ruolo cruciale nell’influenzare il processo di selezione degli studenti di un’università. L’obiettivo principale di questa ricerca è migliorare la comprensione della brand equity nel settore universitario ed esplorare le implicazioni per la pratica manageriale. Il documento di ricerca inizia con una revisione completa della letteratura sul tema della brand equity basata sul cliente nelle industrie dei servizi, in particolare nel contesto universitario. Le lacune di conoscenza identificate nella letteratura, seguite dalle domande di ricerca, formano il modello concettuale e le relative ipotesi per esaminare la relazione tra l’esperienza degli studenti con l’università e la brand equity universitaria, attraverso tre dimensioni del significato del marchio: valore percepito, personalità del marchio e associazioni organizzative. I dati quantitativi sono stati raccolti tramite un sondaggio autocompilato.

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