会议专题

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

2011 International Conference on Economics, Business and Marketing Management(EBMM 2011)(2011年经济、商业和营销管理国际会议)

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)