The journal of international scientific researches, Dec 31, 2020
In highly competitive marketplace, branding and brand management have become increasingly importa... more In highly competitive marketplace, branding and brand management have become increasingly important as organizations seek competitive advantage. As colleges and universities have faced an increased competition, university administrators have realized that relying only on external marketing and branding efforts are not sufficient strategies for building strong university brands and brand equity. Based on review of literature, this paper presents a summary of a brand ecosystem as conceptual and the results of empirical studies that utilize consumer-based brand equity (CBBE) and brand ecosystem framework to understand university branding and measuring university brand equity. The results of the empirical studies indicate that universities are complex systems of sub-brands, thus, managing these subsystems require consideration of all relevant brand equity dimensions as a holistic way in a brand ecosystem framework showing their direct and indirect relationships in creating a strong university brand and brand equity. These findings offer important insights that could have strategic implications for developing successful university branding strategies.
The Journal of Marketing Perspectives is an interdisciplinary journal dealing with issues in busi... more The Journal of Marketing Perspectives is an interdisciplinary journal dealing with issues in business and education. Any Best Paper award at an Academy of Business Research conference will automatically be placed into the review process for possible acceptance into the Journal of Marketing Perspectives. Direct submissions to the Journal of Marketing Perspectives are reviewed on a continuing basis. Submissions may be made by submitting a copy of your article either in Microsoft Word or PDF format to [email protected]. The Journal of Marketing Perspectives is intended for parties that are interested in the practical applications of business and industrial research. The intended readership consists of both researchers and practitioners. The emphasis of the journal is on applications, not the statistical methodology used to derive the applications. Thus, any empirical work should be clearly outlined so that a wide spectrum audience can follow the practical applications of the manuscript. The mission of the Journal of Marketing Perspectives is to support researchers and practitioners in the application of business and industrial development.
The journal of international scientific researches, Dec 31, 2020
In highly competitive marketplace, branding and brand management have become increasingly importa... more In highly competitive marketplace, branding and brand management have become increasingly important as organizations seek competitive advantage. As colleges and universities have faced an increased competition, university administrators have realized that relying only on external marketing and branding efforts are not sufficient strategies for building strong university brands and brand equity. Based on review of literature, this paper presents a summary of a brand ecosystem as conceptual and the results of empirical studies that utilize consumer-based brand equity (CBBE) and brand ecosystem framework to understand university branding and measuring university brand equity. The results of the empirical studies indicate that universities are complex systems of sub-brands, thus, managing these subsystems require consideration of all relevant brand equity dimensions as a holistic way in a brand ecosystem framework showing their direct and indirect relationships in creating a strong university brand and brand equity. These findings offer important insights that could have strategic implications for developing successful university branding strategies.
The Journal of Marketing Perspectives is an interdisciplinary journal dealing with issues in busi... more The Journal of Marketing Perspectives is an interdisciplinary journal dealing with issues in business and education. Any Best Paper award at an Academy of Business Research conference will automatically be placed into the review process for possible acceptance into the Journal of Marketing Perspectives. Direct submissions to the Journal of Marketing Perspectives are reviewed on a continuing basis. Submissions may be made by submitting a copy of your article either in Microsoft Word or PDF format to [email protected]. The Journal of Marketing Perspectives is intended for parties that are interested in the practical applications of business and industrial research. The intended readership consists of both researchers and practitioners. The emphasis of the journal is on applications, not the statistical methodology used to derive the applications. Thus, any empirical work should be clearly outlined so that a wide spectrum audience can follow the practical applications of the manuscript. The mission of the Journal of Marketing Perspectives is to support researchers and practitioners in the application of business and industrial development.
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Papers by Musa Pinar