Abstract
For this research we developed a series of questions for students at a small, private, not-for-profit institution in order to determine whether or not the students’ perceptions match what the institution believes itself to be as expressed in its brand promise statement. We examined whether or not the institution’s marketing and its brand help students form a perception that matches reality. Results show that incoming freshmen students, the same students at the end of the first year, and also exiting seniors perceived the institution consistently and in accordance with its brand promise. Results help to inform recruiting strategies and strategic planning.
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Acknowledgements
The authors would like to thank the editor; reviewers; the attendees of the American Association of Behavioral and Social Sciences; and the attendees of the International Conference on Knowledge, Culture, and Change in Organizations who provided helpful comments on this research. Also, we thank Dr. Joseph L. Rodgers for editing and providing critical comments.
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Rodgers, J.L., Jackson, M.W. Are We Who We Think We Are: Evaluating Brand Promise at a Liberal-Arts Institution. Innov High Educ 37, 153–166 (2012). https://doi.org/10.1007/s10755-011-9187-7
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DOI: https://doi.org/10.1007/s10755-011-9187-7