Wymiary przynależności do społeczności wokół marki uczelni i ich konsekwencje

• Autorzy: Katarzyna Dziewanowska

Warianty tytułu

Dimensions of University Brand Community and Their Consequences

• Języki publikacji: PL

Abstrakty

Problemem w badaniu przedstawionym w tym artykule jest utworzenie i weryfikacja skali do oszacowania wymiarów przynależności do społeczności wokół uczelni oraz porównanie poziomu przynależności wśród studentów rożnych uczelni. Społeczność wokół uczelni w tym wypadku jest rozumiana jako powiązania występujące między studentami a rożnymi elementami oferty uniwersyteckiej, takimi jak: sama uczelnia i jej marka, wydział jako miejsce, gdzie faktycznie odbywają się zajęcia, studia - ich profil i dopasowanie do oczekiwań studenta, wreszcie pozostali studenci. (fragment tekstu)

EN

The purpose of this paper is to identify dimensions of brand community (BC) in higher education and explore their relationship with marketing consequences (word-ofmouth and student loyalty). In the first part of the paper a brief literature review on brand communities (definition, characteristics, current streams of research) is presented, as well as its application in higher education sector is outlined. In the second part, the results of a quantitative study are presented and discussed: the dimensions of BC are identified and their level is compared in three different higher education institutions. (original abstract)

Słowa kluczowe

PL

Szkolnictwo wyższe; Marka; Lojalność

EN

Higher education; Brand; Loyalty

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2016
• Numer: t. 17, z. 4, cz. 3 Nowe trendy w zarządzaniu - perspektywa marketingowa i personalna
• Strony: 161--176

Twórcy

autor

Katarzyna Dziewanowska

• Uniwersytet Warszawski

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