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A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions

Author

Listed:
  • Marilia (Maria) KOUNTOURIDOU

    (European University Cyprus)

  • Dino DOMIC

    (European University Cyprus)

Abstract

Branding is a well-known concept in the business field, and its application in the higher education sector has been introduced in recent years. Higher education branding is an effective strategy which has received considerable attention in recent years, and a growing number of articles on the subject have begun to appear in the literature. However, an apparent gap within the literature indicates that students’ perceptions of university brand images have not been thoroughly researched. Therefore, the purpose of this research is to investigate the impact of a positive visualisation course in brand identity on the perception of freshmen students of a university brand image. A qualitative approach has been selected as the most suitable for this study, and the methodology for the study of the aforementioned area is grounded theory. The research findings revealed that the positive visualisation course in brand identity can positively affect freshmen students’ perceptions of the university brand image.

Suggested Citation

  • Marilia (Maria) KOUNTOURIDOU & Dino DOMIC, 2022. "A Grounded Theory Investigation Of The Influence Of A ‘Positive Visualisation Course’ In Brand Identity On First-Year Students’ Perceptions," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 159-171, November.
    • Handle: RePEc:aio:manmar:v:xx:y:2022:i:2:p:159-171
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    References listed on IDEAS

    as
    1. Mollie Dollinger & Jason Lodge & Hamish Coates, 2018. "Co-creation in higher education: towards a conceptual model," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 28(2), pages 210-231, July.
    2. Asal Aghaz & Amin Hashemi & Maryam S. Sharifi Atashgah, 2015. "Factors contributing to university image: the postgraduate students' points of view," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 104-126, January.
    3. Chris Chapleo, 2015. "Brands in Higher Education," International Studies of Management & Organization, Taylor & Francis Journals, vol. 45(2), pages 150-163, April.
    4. Norman Rudhumbu & Avinash Tirumalai & Babli Kumari, 2017. "Factors that Influence Undergraduate Students¡¯ Choice of a University: A Case of Botho University in Botswana," International Journal of Learning and Development, Macrothink Institute, vol. 7(2), pages 27-37, June.
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    More about this item

    Keywords

    higher education marketing; perception; branding; brand image; higher education branding;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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