Izvorni znanstveni članak
https://doi.org/10.15516/cje.v21i2.3136
The Determinants of Brand Positioning in Higher Education – What Dominantly Influences Students’ Satisfaction?
Aleksandar Brzaković
; University Business Academy, Faculty of Applied Management, Economics and Finance
Tomislav Brzaković
orcid.org/0000-0001-9187-7251
; University Business Academy, Faculty of Applied Management, Economics and Finance
Pavle Brzaković
orcid.org/0000-0001-5184-9627
; University Business Academy, Faculty of Applied Management, Economics and Finance
Sažetak
Brands have become an important factor in the survival of organizations in modern society. They are present in all spheres of life: economic, social, educational, cultural, sports, etc. Powerful brands are the result of thoughtful and imaginative planning. Brand positioning has a strategic importance for a company, because it represents the process of creating an impression in consumers’ minds in a way that the consumer connects the brand with something specific and desirable, which distinguishes one brand from others. Brands have a financial value as they create an image of the values themselves in the minds and hearts of consumers. A brand can make consumers believe in its usefulness, exclusivity and superiority, and it also creates emotional attachment. There are numerous factors that influence the position of a brand in the consumer’s mind. University students are considered consumers, too. The aim of this paper is to research students’ satisfaction with faculties by using the parameters that are considered to be relevant. In this process, we will apply the factor analysis and, instead of focusing our attention on a large number of initially determined factors, thanks to the process of their reduction, we will create the conditions that will allow us to design a strategy for the optimization of the selected factors. Using this method, we will mark the factors that explain the researched phenomenon, i.e. the factors that can explain the largest part of its overall variability.
Ključne riječi
brand identity; brand personality; higher education; marketing communications; university brand.
Hrčak ID:
225037
URI
Datum izdavanja:
26.6.2019.
Posjeta: 2.452 *