English
An Attempt at a Simplified Determination of the Brand Value of a University
Jan Polcyn
https://orcid.org/0000-0001-7847-2743Oleksii Lyulyov
https://orcid.org/0000-0002-4865-7306Tetyana Pimonenko
https://orcid.org/0000-0001-6442-3684Viktoriia Vovk
https://orcid.org/0000-0002-8187-4257Abstract
The motivation for the analyses conducted as part of this paper was the development of an analytical tool to help build a university’s brand value. The implementation of the adopted goal should provide a tool supporting activities aimed at creating the university’s brand by leaders managing education at university level. The research hypothesis was that it is possible to determine a university’s brand by using a synthetic measure of a university’s brand value. The main scientific contribution of this article is the indication of variables that have not previously been used to determine the university’s brand and which occur in IT systems related to the functioning of universities, so they can be used to support a more objective determination of a university’s brand value. The analytical method used and the analyses carried out on that basis showed that synthetic measures can support the creation of a university brand. However, the very construction of a synthetic measure of a university’s brand value that reflects reality requires the introduction of additional variables from IT systems and variables resulting from properly constructed surveys in the field of determining a university’s brand value.
Keywords:
university brand, synthetic measure, TOPSIS-CRITICDetails
References
Statistics
Authors
Citation rules
Licence
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
