Brand management in higher education: The University Brand Personality Scale
Many universities leverage symbolic qualities with the potential of creating a brand personality useful in competitive differentiation. Drawing on a series of qualitative and quantitative studies consistent with psychometric scale development procedures, this study develops and validates a six dimension University Brand Personality Scale (UBPS) The UBPS comprises prestige, sincerity, appeal, lively, conscientiousness, and cosmopolitan dimensions. Results suggest that the scale strongly relates to brand love, positive word of mouth, and students' intention to support their university as alumni. Theoretical implications and recommendations for university managers follow from study results.