Measuring brand health –Insights into Australian university performance

David Gray, Abas Mirzaei

Research output: Contribution to journal › Conference paper › Research › peer-review

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.
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 2015 → 2 Dec 2015

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Health
Marketing
Market share
Performance measures
Expenses
Revenue

Keywords

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

Cite this

Gray, David ; Mirzaei, Abas. / Measuring brand health –Insights into Australian university performance. In: ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings. 2015.
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Gray, D & Mirzaei, A 2015, 'Measuring brand health –Insights into Australian university performance', ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings.

Measuring brand health –Insights into Australian university performance. / Gray, David; Mirzaei, Abas.

In: ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings, 2015.

Research output: Contribution to journal › Conference paper › Research › peer-review

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T1 - Measuring brand health –Insights into Australian university performance

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AU - Mirzaei, Abas

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N2 - 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.

AB - 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.

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KW - brand performance

KW - brand Image

KW - international student choice

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JF - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

SN - 1441-3582

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Gray D, Mirzaei A. Measuring brand health –Insights into Australian university performance. ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings. 2015.

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