The role of branding in the choice of a university of technology

Brand choice has historically played an important role in a wide range of industries, particularly in the private sector, where billions of Rands are invested to entice potential customers. Taking this into consideration, the purpose of this study is to investigate the effect of brand awareness and...

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Autores principales:	Cleopatra Moipone Matli, Tshepo Tlapana, Raymond Hawkins-Mofokeng
Formato:	article
Lenguaje:	EN
Publicado:	Ümit Hacıoğlu 2021
Materias:	branding brand knowledge higher education institutions university of technology first-years students Social Sciences H
Acceso en línea:	https://doaj.org/article/42bc25f93da14d2c9b724fb5c08d0fae
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spelling	oai:doaj.org-article:42bc25f93da14d2c9b724fb5c08d0fae2021-11-07T08:04:32ZThe role of branding in the choice of a university of technology2147-447810.20525/ijrbs.v10i7.1353https://doaj.org/article/42bc25f93da14d2c9b724fb5c08d0fae2021-11-01T00:00:00Zhttps://www.ssbfnet.com/ojs/index.php/ijrbs/article/view/1353https://doaj.org/toc/2147-4478Brand choice has historically played an important role in a wide range of industries, particularly in the private sector, where billions of Rands are invested to entice potential customers. Taking this into consideration, the purpose of this study is to investigate the effect of brand awareness and brand image on first-year student selection of a University of Technology in KwaZulu-Natal. The objectives of the study were to establish and identify the brand preference and image attributes that entice first-year students’ selection of a University of Technology (UoT). The study also examined the biographic variables of those students. To accomplish these objectives, an exploratory study using a quantitative research approach was conducted, in which questionnaires were administered to 500 first-year students at the selected Universities of Technology in KwaZulu-Natal. The study revealed that topics such as investments in brand awareness and brand image, safety and security, the caliber of staff, delays in academic programmes, student-lecturer relationships, and service delivery were identified as factors that influenced the participants' selection and willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention to branding strategies as an agendum to ensuring institutional profitability and viability, relationship management, and human resource. Finally, the findings of this study are limited to KwaZulu-Natal and should not be extrapolated outside this region.Cleopatra Moipone MatliTshepo TlapanaRaymond Hawkins-MofokengÜmit Hacıoğluarticlebrandingbrand knowledgehigher education institutionsuniversity of technologyfirst-years studentsSocial SciencesHENInternational Journal of Research In Business and Social Science, Vol 10, Iss 7, Pp 342-352 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	branding brand knowledge higher education institutions university of technology first-years students Social Sciences H
spellingShingle	branding brand knowledge higher education institutions university of technology first-years students Social Sciences H Cleopatra Moipone Matli Tshepo Tlapana Raymond Hawkins-Mofokeng The role of branding in the choice of a university of technology
description	Brand choice has historically played an important role in a wide range of industries, particularly in the private sector, where billions of Rands are invested to entice potential customers. Taking this into consideration, the purpose of this study is to investigate the effect of brand awareness and brand image on first-year student selection of a University of Technology in KwaZulu-Natal. The objectives of the study were to establish and identify the brand preference and image attributes that entice first-year students’ selection of a University of Technology (UoT). The study also examined the biographic variables of those students. To accomplish these objectives, an exploratory study using a quantitative research approach was conducted, in which questionnaires were administered to 500 first-year students at the selected Universities of Technology in KwaZulu-Natal. The study revealed that topics such as investments in brand awareness and brand image, safety and security, the caliber of staff, delays in academic programmes, student-lecturer relationships, and service delivery were identified as factors that influenced the participants' selection and willingness to recommend their institutions to potential students. Thus, the study recommends that UoTs should pay more attention to branding strategies as an agendum to ensuring institutional profitability and viability, relationship management, and human resource. Finally, the findings of this study are limited to KwaZulu-Natal and should not be extrapolated outside this region.
format	article
author	Cleopatra Moipone Matli Tshepo Tlapana Raymond Hawkins-Mofokeng
author_facet	Cleopatra Moipone Matli Tshepo Tlapana Raymond Hawkins-Mofokeng
author_sort	Cleopatra Moipone Matli
title	The role of branding in the choice of a university of technology
title_short	The role of branding in the choice of a university of technology
title_full	The role of branding in the choice of a university of technology
title_fullStr	The role of branding in the choice of a university of technology
title_full_unstemmed	The role of branding in the choice of a university of technology
title_sort	role of branding in the choice of a university of technology
publisher	Ümit Hacıoğlu
publishDate	2021
url	https://doaj.org/article/42bc25f93da14d2c9b724fb5c08d0fae
work_keys_str_mv	AT cleopatramoiponematli theroleofbrandinginthechoiceofauniversityoftechnology AT tshepotlapana theroleofbrandinginthechoiceofauniversityoftechnology AT raymondhawkinsmofokeng theroleofbrandinginthechoiceofauniversityoftechnology AT cleopatramoiponematli roleofbrandinginthechoiceofauniversityoftechnology AT tshepotlapana roleofbrandinginthechoiceofauniversityoftechnology AT raymondhawkinsmofokeng roleofbrandinginthechoiceofauniversityoftechnology
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The role of branding in the choice of a university of technology

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