Smart university image: Branding strategy in private universities

IF 1.6 Q3 BUSINESS

Journal of Eastern European and Central Asian Research Pub Date : 2023-11-05 DOI:10.15549/jeecar.v10i6.1508

Senny Luckyardi, Ratih Hurriyati, Disman Disman, Puspo Dewi Dirgantari

引用次数: 0

Abstract

ABSTRACT This study aims to develop a new construct, Smart University Image (SUI), as a branding strategy in private universities. It is necessary due to the limitations of brand image theory in the context of a Smart University (SU), which is considered inconsistent and insufficient semantically or functionally. The research was analyzed by using Structural Equation Modeling (SEM). The respondents were 215 students from private universities, including in the SU category in West Java Province, one of the provinces with the highest number of private universities in Indonesia. The results showed that Technology Readiness (TR), E-Service Quality (ESQ), and E-Information Quality (EIQ) were significantly influenced by Value Co-Creation (VCC) and SUI at private universities in West Java. VCC is able to mediate the relationship between ESQ, EIQ, and SUI. It is concluded that SUI is an important value of branding strategy through VCC between students and the university.

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智慧大学形象:私立大学的品牌策略

摘要本研究旨在构建一种新型的智慧大学形象，作为民办大学的品牌战略。这是必要的，因为品牌形象理论在智能大学(SU)的背景下，被认为是不一致的，在语义或功能上的不足。采用结构方程模型(SEM)对研究结果进行了分析。受访者是私立大学的215名学生，其中包括西爪哇省的州立大学，西爪哇省是印度尼西亚私立大学数量最多的省份之一。结果表明，西爪哇私立大学的技术准备度(TR)、电子服务质量(ESQ)和电子信息质量(EIQ)受到价值共同创造(VCC)和价值共同创造(SUI)的显著影响。VCC能够协调ESQ、EIQ和SUI之间的关系。通过学生与大学之间的VCC, SUI是品牌战略的重要价值。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Eastern European and Central Asian Research Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

2.50

自引率

43.80%

发文量

审稿时长

8 weeks

期刊介绍： Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.