| dc.description.abstract | Since university branding is becoming a dynamic market, college and higher
education institutions are more engaged in brand marketing. In the realm of higher
education branding, there is quite a lack of studies investigating university
identification despite its benefits to the institution. Therefore, this dissertation is
conducted with the objective to identify the cause and consequences of university
identification.
The analysis model is constructed based on key theories and prior literature to
discover potential correlations, with a hope to strengthen past findings and enrich the
field of study.
This research will examine the relationship between multiple branding
constructs with university identification. This research uses a quantitative approach
with empirical data from 368 responses processed by SmartPLS software.
Although the study still has certain shortcomings, the author believes that the
contribution of this research in the field of IU school branding will be meaningful. | en_US |
