Brand management in higher education: The University Brand Personality Scale

By Philipp A. Rauschnabel, Nina Krey, Barry J. Babin, Björn Seven Ivens. 2016

215 citations recorded by the source corpus.

Subfields: Management of Technology and Innovation, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/69a7cb222fa0091fb060554fa5963cd83aafcba5

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Sebastian Molinillo
2. Arnold Japutra
3. José I. Rojas‐Méndez
4. G. Davies

In Strategy and Management

1. G. Davies

Citations in the corpus

• Responsible and active brand personality: On the relationships with brand experience and key relationship constructs (2017, background): “In spite of the wide use of Aaker's BPS in research and its important contribution for the theory of BP, it also received several criticisms due to its conceptual and applicability limitations (Avis, Forbes, & Ferguson, 2014; Azoulay & Kapferer, 2003; Geuens et al., 2009; Rauschnabel et al., 2016).”
• Brand personality: theory and dimensionality (2018, background): “Brand personality scales have also been developed within a number of other specific contexts, for example, for retailers (d’Astous and Levesque, 2003), not-for-profit organisations (Venable et al., 2005) and universities (Rauschnabel et al., 2016).”