Measuring brand health –Insights into Australian university performance

David Gray, Abas Mirzaei

Research output: Contribution to journalConference paperResearchpeer-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.

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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

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title = "Measuring brand health –Insights into Australian university performance",
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.",
keywords = "University brand health, brand performance, brand Image, international student choice",
author = "David Gray and Abas Mirzaei",
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issn = "1441-3582",
publisher = "ANZMAC",

}

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 journalConference paperResearchpeer-review

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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.

KW - University brand health

KW - brand performance

KW - brand Image

KW - international student choice

M3 - Conference paper

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T2 - ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings

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

SN - 1441-3582

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