n Management Dynamics : Journal of the Southern African Institute for Management Scientists - The impact of brand identity on the perceived brand image of a merged higher education institution : part one
|Article Title||The impact of brand identity on the perceived brand image of a merged higher education institution : part one|
|© Publisher:||Southern African Institute for Management Scientists (SAIMS)|
|Journal||Management Dynamics : Journal of the Southern African Institute for Management Scientists|
|Author||Johan Bosch, Elmarie Venter, Ying Han and Christo Boshoff|
|Publication Date||Jan 2006|
|Pages||10 - 30|
This article, the first of a series of two, reports on the findings of a conceptual model which empirically tested the impact of selected independent variables (reputation, relevance, personality, performance and relationship) on a moderating variable (brand identity) and, in turn, the influence thereof on brand image as the dependent variable.
Stakeholders of a recently merged Higher Education Institution, the Nelson Mandela Metropolitan University, were surveyed using a newly developed research instrument. The empirical results revealed that the independent variables reputation, personality, performance and relationship exerted a significant positive influence on the moderating variable brand identity. The items used to measure the variable relevance did not demonstrate acceptable levels of discriminant and construct validity and could not be subjected to further testing.
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