Are We Who We Think We Are: Evaluating Brand Promise at a Liberal-Arts Institution |
| |
| Authors: | Jacci L Rodgers Michael W Jackson |
| |
| Institution: | (1) Oklahoma City University, 2501 N. Blackwelder, Oklahoma City, OK 73106, USA |
| |
| Abstract: | For this research we developed a series of questions for students at a small, private, not-for-profit institution in order
to determine whether or not the students’ perceptions match what the institution believes itself to be as expressed in its
brand promise statement. We examined whether or not the institution’s marketing and its brand help students form a perception
that matches reality. Results show that incoming freshmen students, the same students at the end of the first year, and also
exiting seniors perceived the institution consistently and in accordance with its brand promise. Results help to inform recruiting
strategies and strategic planning. |
| |
| Keywords: | |
| 本文献已被 SpringerLink 等数据库收录！ |
|
