Value branding in higher education: A comparative study in Japan and Australia
Project/Area Number |
15K03758
|
Research Category |
Grant-in-Aid for Scientific Research (C)
|
Allocation Type | Multi-year Fund |
Section | 一般 |
Research Field |
Commerce
|
Research Institution | Ritsumeikan Asia Pacific University |
Principal Investigator |
CHEN Shu-Ching 立命館アジア太平洋大学, 国際経営学部, 教授 (00635435)
|
Project Period (FY) |
2015-10-21 – 2019-03-31
|
Project Status |
Completed (Fiscal Year 2018)
|
Budget Amount *help |
¥3,900,000 (Direct Cost: ¥3,000,000、Indirect Cost: ¥900,000)
Fiscal Year 2017: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Fiscal Year 2016: ¥1,950,000 (Direct Cost: ¥1,500,000、Indirect Cost: ¥450,000)
Fiscal Year 2015: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
|
Keywords | Branding / Customer value / CRM / Marketing concepts / Higher education / University |
Outline of Final Research Achievements |
This research project provides insights on how research on university branding using the marketing concept of branding and customer value can help managers in universities strengthen relationships with consumers, which in turn can help the institution to compete in international higher education markets. The comparative examination of data in Japan and Australia suggests the commonality of consumer perceptions and evaluations of a university brand. Consumers perceive and evaluate value from their consumption experience of a university brand. Their experiences of value from a university brand have an impact on the institution’s business performance. These research outcomes therefore suggest that customer value is an essential factor in the studies of university branding. In practice, good design of offerings with value in mind to target consumers by creating or co-creating valuable experience is the key in university branding and for customer relationships.
|
Academic Significance and Societal Importance of the Research Achievements |
Research outcomes advance our knowledge of and the applications of marketing concepts in the higher education sector. This research contributes towards efficient use of marketing resources, cost-saving, and increased income from multiple sources for the long term financial health of the university.
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Report
(5 results)
Research Products
(4 results)