In today’s competitive environment, with the concept of brand starting to find its place in every area of life, human brand has become one of the prominent fields of work. On the other hand, in parallel with the changes in the social structure, the branding of and the determination of brand equity of academics who are the soul of universities and the main human element, has become a necessity. In general, the knowledge of academics, their relationships with colleagues and students are accepted as determinants of brand equity. The purpose of this conceptually designed study is to develop a scale to determine the brand equity of academics. For this purpose, a comprehensive literature study was carried out and a model was put forward to determine the brand equity of academics. According to this model, a strong brand of academics is emerging through the combination of features such as performance and popularity. A scale was then developed to determine the brand equity of academics within the framework of the research model.
Brand human brands brand equity academic brands brand equity of academics
Marka insan markası marka değeri akademik marka akademisyenlerin marka değeri
Birincil Dil | İngilizce |
---|---|
Konular | İşletme |
Bölüm | Araştırma Makaleleri |
Yazarlar | |
Yayımlanma Tarihi | 29 Şubat 2020 |
Gönderilme Tarihi | 22 Ocak 2020 |
Yayımlandığı Sayı | Yıl 2020 Cilt: 5 Sayı: 11 |
Bu dergide yayınlanan tüm makaleler Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.