Measuring brand health –Insights into Australian university performance

David Gray, Abas Mirzaei

Research output: Contribution to journalConference paper

Abstract

This study focuses on the revenue generation performance of Australian universities. To facilitate the analysis it applies a new objective long-term based performance measure called “University Brand Health Index” (UBHI) to measure the brand health of universities in Australia over the period 2004-2013. It compares the BHI erformance of the top Australian universities with those of the bottom performers. The findings show that the $217 million currently spent by universities on advertising, marketing and promotional expenses appears to have no statistically significant effect on brand health over the long-term and that universities brand health performance decreases as the market share increases. Possible reasons for these results are discussed.
Original languageEnglish
Number of pages7
JournalANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings
Publication statusPublished - 2015
EventAustralian and New Zealand Marketing Academy Conference (2015) - Sydney
Duration: 30 Nov 20152 Dec 2015

Keywords

  • University brand health
  • brand performance
  • brand Image
  • international student choice

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