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Journals / Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi / 2011 / Cilt: 12 - Sayı: 1

Assess the impact of prospective students' perceptions of university brand on their preferences for universities

Üniversite adaylarının üniversite marka algılarının üniversite tercihlerine etkilerinin ölçümü: Eskişehir örneği

Ömer TORLAK
Volkan DOĞAN
Pages
97–113
Publication Date
2022-10-11
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

In general, prospective students' perceptions of university brand are reflected in their preferences for universities.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brand perception plays a decisive role in prospective students choice of educational organizations today.
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Key Findings & Data:Findings from the study indicate that the most significant dimension in the formation of university brand perception is the promises consisting of postgraduation expectations, the learning environment and social environment.
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Conclusion & Impact:In general, prospective students' perceptions of university brand are reflected in their preferences for universities.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Brand perception plays a decisive role in prospective students choice of educational organizations today. This study aims to assess the impact of prospective students' perceptions of university brand on their preferences for universities. The study investigated the dimensions of brand perceptions of three private and three state universities and prospective students reactions. Findings from the study indicate that the most significant dimension in the formation of university brand perception is the promises consisting of postgraduation expectations, the learning environment and social environment. The findings also suggest that state universities have stronger brand perception than private universities and prospective students have more positive reactions to state universities. In general, prospective students' perceptions of university brand are reflected in their preferences for universities.

Özet

Marka algısı üniversite adayları tarafından üniversite seçiminde belirleyici bir rol oynamaktadır. Bu çalısma üniversite adaylarının üniversite marka algılarının boyutları ile marka algısına karsı tepkisel davranısları belirlemeyi amaçlamaktadır. Arastırmada üç vakıf ile üç devlet üniversitesi olmak üzere altı üniversitenin marka algılarının boyutları ve adayların tepkileri belirlenmeye çalısılmıstır. Arastırma sonuçlarına göre üniversite marka algısının olusmasında sırasıyla, mezuniyet sonrası beklentiler, ögrenme çevresi ve sosyal çevreden olusan vaatlerin en önemli boyutlar oldugu anlasılmıstır. Aynı zamanda devlet üniversitelerinin vakıf üniversitelerine oranla marka algılarının daha güçlü oldugu, aday ögrencilerin bu üniversitelere yönelik tepkilerinin de daha olumlu oldugu görülmektedir. Genel olarak marka algılarının üniversite adayı ögrencilerin üniversite tercihlerine yansıdıgı söylenebilir.

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Cite This Article

TORLAK, Ö., DOĞAN, V. (2022). Assess the impact of prospective students' perceptions of university brand on their preferences for universities. Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi, Cilt: 12 - Sayı: 1, 97–113. https://ajindex.com/articles/490703

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