Brand management in higher education: The University Brand Personality Scale

Philipp A. Rauschnabel, Nina Krey, Barry J. Babin, Bjoern S. Ivens

Research output: Contribution to journalArticlepeer-review

147 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)3077-3086
Number of pages10
JournalJournal of Business Research
Issue number8
StatePublished - Aug 1 2016
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Marketing


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