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Branding in Universities identity versus image: a case study of a Swedish University
2009 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The purpose of this study has been to explore the phenomenon of branding in a university setting as this has not previously been extensively researched. It has also been to describe the relationship between how an agreement of brand identity and brand image affect outcomes such as Propensity to leave, Satisfaction, Job performance and Commitment. Finally it attempts to explain how certain factors involving branding and universities affect one another. The study has involved both a qualitative study of branding where a Swedish university was used as a case through interviewing the marketing manager at the university. A quantitative study of the effects of branding on outcome both regarding the personnel and students of the same university has also been made. There were 274 respondents amongst the students and 210 respondents amongst the personnel. Regression analysis has been used as a method to statistically explain branding effects on outcomes. The findings were that branding can be used in a university setting with positive results. Branding activities does affect the outcomes and if there is an agreement between the brand identity and the brand images these effects will be positive. It is important that the values that are used are credible, it is not enough just to have a message there also needs to be evidence that what is communicated is true.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Branding, marketing, universities
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-46202ISRN: LTU-PB-EX--09/081--SELocal ID: 3d97ea4a-e3f9-4eff-964e-a1feb1834cb4OAI: diva2:1019515
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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