ABSTRACT

The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers’ minds. However, their attempts fail because universities do not thoroughly grasp the uniqueness of the service they provide. This study aims to help universities understand what constitutes consumer-based brand equity. Also, it is dedicated to find out whether brand equity dimensions (elements) have an impact on university reputation (overall university brand equity). This study undertook an exploratory approach, employing qualitative as well as quantitative research strategies. Primarily we looked at the measurement scales developed by Pinar, M., Trapp, P., Girard, T., & Boyt, T. (2013). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616–634. The results of this study suggested that university brand equity dimensions fall into two types, core and supportive. This research also identified the combination of elements important to university branding.

摘要

本研究的目的是检验品牌资产维度对格鲁吉亚高等教育中大学整体声誉的影响。格鲁吉亚教育市场的激烈竞争迫使大学着眼于营销，以赢得客户的青睐。但是，他们的尝试失败了，因为大学没有完全掌握所提供服务的独特性。这项研究旨在帮助大学了解什么是基于消费者的品牌资产。此外，它还专门研究品牌资产维度（要素）是否对大学声誉（总体大学品牌资产）有影响。这项研究采用了定性和定量研究策略的探索性方法。首先，我们看了皮纳尔（M. Pinar），特拉普（P. Trapp），吉拉德（T.Girard）和波伊特（Boyt，T.）（2013）。大学品牌资产：对其规模的实证研究。国际教育管理杂志，28（6），616–634。这项研究的结果表明，大学品牌资产维度分为核心和支持两类。这项研究还确定了对大学品牌塑造重要的要素的组合。