title: Brand personality evaluation: The case of universities in Nizhny Novgorod
metadata.name: dc.contributor.author
metadata.value: Alexandrovskiy, Sergey V.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Fomenkov, Denis A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-07-05T12:52:52Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-07-05T12:52:52Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2017-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Alexandrovskiy S. V., Fomenkov D. A. 2017. Brand personality evaluation: The case of universities in Nizhny Novgorod. Vestnik of Saint Petersburg University. Management, 2017, vol. 16, issue 1, pp. 92–114.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu08.2017.104
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6711
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Russian universities are eager to strengthen their competitiveness on Russian and foreign markets via promoting and developing universities’ brands. Evaluation of universities’ current brand position is one of the key strategic goals for Russian universities. The purpose of this study is to develop the set of 23 brand personality traits for brand evaluation of Russian universities. According to design of the study, one hundred and ninety eight students and graduates evaluated three brands of competitive Russian universities from a large Russian city (Nizhny Novgorod) by the set of personality traits. Based on evaluations, three factors of brand personality for surveyed Russian universities: «Trendy», «Expert», «Outgoing» were found. The study utilized a limited sample. Future studies should include more universities from other Russian cities for generalization of research findings. Brand personalities of three Russian universities were evaluated and compared through identified factors. Applications of observed traits and factors exist in fields of strategic brand management, positioning and promotion of Russian universities.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 16; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand personality
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: university brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand evaluation
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Russian university
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Brand personality evaluation: The case of universities in Nizhny Novgorod
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 05-Alexandrovsky.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6711/1/05-Alexandrovsky.pdf
resources.format: Adobe PDF
resources.size: 349,28 kB