Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation

By Minjung Sung, Sung-Un Yang. 2008

319 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/61e1819447a4ccf6f66925f32338c46a6ec60a5a

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Citations in the corpus

Student Evaluation of University Image Attractiveness and Its Impact on Student Attachment to International Branch Campuses (2013, background): “In a study conducted by Sung and Yang (2008), university image attractiveness was measured through three variables: university personality (friendly, stable, practical, warm); external prestige (looked upon as a prestigious school in society overall, acquaintances think highly, high rankings,…”
Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya (2012, background): “University image is the representative of students’ perception and commonly rare concepts to be implemented in higher education sector (Sung and Yang, 2008).”
Brand management in higher education: The University Brand Personality Scale (2016, background): “Sung and Yang (2008) assess university personality as part of overall university image and identify a positive influence of university image on students' supportive attitude towards the institution.”
The Relationship Between School Administrators’ Leadership Styles, School Culture, and Organizational Image (2020, background): “There are also studies that focus on the relationship between organizational structure and organizational image (Cerit, 2006; Duarte et al., 2010; Helgesen, & Nesset, 2007; Luque-Martínez, & Del Barrio-García, 2009; McGrath, 2002; Metcalfe, 2012; Polat, 2011; Sung & Yang, 2008; Tight, 2007).”
We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials (2013, background): “The pressure of competition may even be greater for smaller and less well-known institutions (Sung & Yang, 2008).”
The influence of organizational image on college selection: what students seek in institutions of higher education (2010, background): “For schools that are smaller and not as well-known as others with which they compete for new students, there is an added burden because image has greater significance when consumers have had minimal direct experience with an organization (Sung & Yang, 2008).”
Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding (2013, background): “There are two perspectives in which one can view brand personality – the personification of brand attributes and the emotional response that people have with the brand (Patterson, 1999; Sung & Yang, 2008).”