Brand Identity of Higher Educational Institutions
The purpose of this study was to identify the dimension of brand identity in Higher Educational Institutions (HEls). This study gathered data from 371 students from public and private HEls in Malaysia. Confirmatory Factor Analysis was conducted to test the brand identity dimensionality. Brand identity was found consists of visual and verbal identity. Visual identity consists of service facilities, employee service, product, price, culture, employee development, and process. Verbal identity consists of channel, word-of-mouth, public relation, and promotion.
service brand brand identity visual identity verbal identity
Goi Mei Teh
School of Business Infrastructure Kuala Lumpur Infrastructure University College(KLIUC) Kajang, Malaysia
国际会议
上海
英文
371-375
2011-03-11(万方平台首次上网日期,不代表论文的发表时间)