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Brand management in higher education: The University Brand Personality Scale

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  • Rauschnabel, Philipp A.
  • Krey, Nina
  • Babin, Barry J.
  • Ivens, Bjoern S.

Abstract

Many universities leverage symbolic qualities with the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study develops and validates a six-dimension University Brand Personality Scale (UBPS). The UBPS comprises prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan dimensions. Results suggest that the scale strongly relates to brand love, positive word-of-mouth, and students' intention to support their university as alumni. Theoretical implications and recommendations for university managers follow from study results.

Suggested Citation

  • Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:8:p:3077-3086
    DOI: 10.1016/j.jbusres.2016.01.023
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    References listed on IDEAS

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