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 language | English |
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Number of pages | 7 |
Journal | ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings |
Publication status | Published - 2015 |
Event | Australian and New Zealand Marketing Academy Conference (2015) - Sydney Duration: 30 Nov 2015 → 2 Dec 2015 |
Keywords
- University brand health
- brand performance
- brand Image
- international student choice