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dc.contributor.authorRaines, Jennifer
dc.contributor.authorKhosravi, Alireza
dc.date.accessioned2019-10-09T12:45:28Z
dc.date.available2019-10-09T12:45:28Z
dc.date.issued2019
dc.identifier.urihttp://hdl.handle.net/11250/2621203
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019nb_NO
dc.description.abstractAs student mobility has increased worldwide, so has competition among universities. In order to attract the attention, and tuition fees, of prospective students, universities must make a good first impression, which relies on having a strong, positive brand image. However, limited empirical research has been conducted on branding that is specific to the higher education market. Research suggests that students typically desire a university that is both highly competent in meeting their educational needs and provides a warm environment in which they will feel comfortable. This paper explores how visual and verbal cues that suggest competence or warmth can be used in university branding in order to optimize prospective students’ impressions of a university’s value. Our findings suggest that the dimensions of competence and warmth can be most reliably communicated through textual content, but that the colors (and to a lesser extent, shapes) used in university advertising can also play a role. They also suggest the presence of multiple competence cues result in a university being perceived as more valuable than a combination of warmth and competence cues. While further research is needed in this field, these results have immediate managerial relevance. They suggest that universities looking to increase their perceived value among prospective students should add more competence cues to their advertising, especially in the form of text that highlights the school’s rankings, reputation, commitment to research, and quality of faculty. However, universities should be cautious around increasing tuition fees in response to such increases in perceived value. Our research suggests that expected tuition is not directly correlated with perceived value.nb_NO
dc.language.isoengnb_NO
dc.publisherHandelshøyskolen BInb_NO
dc.subjectmarkedsføringsledelsenb_NO
dc.subjectmarketing managementnb_NO
dc.subjectstrategicnb_NO
dc.subjectstrategisknb_NO
dc.titleShaping Young Minds: The role of logo shape, color and verbal context in forming assumptions about university valuenb_NO
dc.typeMaster thesisnb_NO


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