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UDC 339.138(045) © Дорофеева А. Р., 2020
University Brand Attributes and the Degree of Their Significance from the Students' Point of View
Today, in the context of increasing competition in the educational services market, the formation of a strong brand of a higher educational institution is of particular importance. The present study investigates the degree of significance of individual university brand attributes from the point of view of modern Russian students. The main research question: "What attributes of the university brand do students pay the most attention to when choosing a higher education institution?" A total of 96 lst-year students participated in the study. A questionnaire was conducted to reveal students' overall attitude to the university brand and its individual attributes. The findings show that the degree of influence of a competitive university brand on a choice of modern Russian students is significantly high. The most meaningful attributes of the university brand, in the opinion of students, are high positions in the world ranking of universities, highly qualified professors, positive public opinion, enhanced international cooperation and successful graduates.
Keywords: university brand; educational services market; university brand attributes; brand image; reputation
For citation: Dorofeeva A. R. University brand attributes and the degree of their significance from the students' point of view. Nauchnye zapiski molodykh issledovatelei = Scientific notes of young researchers. 2020;8(6):29-37.
Анастасия Романовна Дорофеева, студентка Факультета экономики и бизнеса, Финансовый университет, Москва, Россия / Anastasia R. Dorofeeva, student, Faculty of Economics and Business, Financial University, Moscow, Russia anytag@yandex.com
ABSTRACT
Научный руководитель: Калугина О.А., доцент Департамента английского языка и профессиональной коммуникации, Финансовый университет, Москва, Россия / Scientific supervisor: Kalugina O.A., Associate Professor, Department of the English language for professional communication, Financial University, Moscow, Russia.
ОРИГИНАЛЬНАЯ СТАТЬЯ
Атрибуты бренда университета и степень их значимости с точки зрения студентов
АННОТАЦИЯ
На сегодняшний день, в условиях обострения конкуренции на рынке образовательных услуг, формирование сильного бренда высшего учебного заведения приобретает особую значимость. Целью работы является исследование степени значимости отдельных атрибутов бренда вуза с точки зрения современных российских студентов. Главный исследовательский вопрос: «На какие атрибуты бренда вуза студенты обращают наибольшее внимание при выборе учебного заведения?» В исследовании приняли участие 96 студента 1-го курса. Для выявления отношения студентов к бренду вуза и его отдельным атрибутам был проведен социологический опрос. Полученные данные показывают, что степень влияния конкурентоспособного бренда вуза на выбор современного российского студента существенно высока. Наиболее значимыми атрибутами бренда университета, по мнению студентов, являются высокие позиции в мировом рейтинге вузов, высококвалифицированные преподаватели, позитивное общественное мнение, международное сотрудничество и успешные выпускники. Ключевые слова: бренд университета; рынок образовательных услуг; атрибуты бренда университета; имидж бренда; репутация
Для цитирования: Дорофеева А. Р. Атрибуты бренда университета и степень их значимости с точки зрения студентов. Научные записки молодых исследователей. 2020;8(6):29-37.
Introduction
In the modern system of higher education there is a situation in which not only students compete for the opportunity to study at the most prestigious universities, but also the level of competition between universities is increasing both in the domestic and international markets. As a result, more and more universities are striving to develop a unique marketing strategy to create a distinct brand image in the eyes of future students (Chapleo, 2011; Valitov, 2014; Rauschnabel et al., 2016).
All higher education institutions have similar priorities, such as achieving a stable position in the educational services market, developing new areas of educational and scientific activities, expanding the range of services provided. The implementation of these objectives is possible only if the university has a positive image and a strong brand (Groshev & Yuriev, 2010).
The desire of Russian universities to increase the level of competitiveness in the global education market is evidenced by the participation of some of them in the project 5-100. The program was launched by the Russian Ministry of Education and Science based on the order of the President of the Russian Federa-
tion of May 7, 2012, No. 599 "On measures for the implementation of state policy in the education and science field" (2012)1. It aims to improve the prestige of Russian higher education and bring at least five Russian universities into the hundred best universities in the world according to the most authoritative world rankings. Such measures testify to the relevance of considering issues related to the creation of a competitive university brand.
My study aims to reveal the degree of significance of individual university brand attributes from the point of view of modern Russian students. We will be guided by the following research question: What attributes of the university brand do students pay the most attention to when choosing a higher education institution?
The objectives of the paper are as follows:
To identify the main brand attributes of a modern higher education institution based on a review of relevant literature
To reveal the general ideas of students about the concept of the university brand and its key attributes
1 The order of the President of the Russian Federation of May 7, 2012 No. 599 "On measures for the implementation of state policy in the education and science field". URL: http://www. kremlin.ru/acts/bank/35263 (accessed on 05.10.2020).
To establish the most significant brand attributes of the university, from the students' point of view
To conclude the possibility of application of the results obtained to increase the level of attractiveness of the brand of a higher educational institution.
The interest in considering the issue of the most significant university brand attributes from the perspective of students is determined by the fact that they are the main stakeholders to focus on while creating a university brand. Students who have received a positive educational experience recommend their alma mater to prospective students and come back for other degrees. Moreover, successful alumni make donations to the university and act as a "living advertisement" (Panda et al., 2019).
The paper proceeds in the following sequence: the next section is the Literature review followed by the Methodology, Results and discussion and Conclusion.
Literature review
The higher education sector is predominantly viewed as a service industry (Durvasula et al., 2011). Moreover, there are no objective parameters to evaluate university services (Panda et al., 2019). There is also an asymmetry of information between universities and their prospective students. Consumers can assess the quality of educational services only during or after consumption. It is difficult for students to understand whether their expectations will be met before the start of the educational process (Krishnan and Hartline, 2001; Panda et al., 2019).
Universities often share tangible information such as university rankings, alumni career trajectories, students' and staff's reviews on their websites (Eisenhardt, 1989). Nevertheless, the criteria for making decisions by future students go beyond the assessment of material indicators. Stakeholders pay particular attention to the brand image and reputation of the university (Kotler & Fox, 1995; Durvasula et al., 2011). This idea is reflected in the research of Tran et al. (2015). According to them, the university brand image is a combination of tangible (functional) and intangible (emotional) aspects. Tangible aspects include the infrastructure of the university, its location and admission costs. This information is usually available to prospective students. However, it does not always help them make an unambiguous decision. Therefore, potential consumers resort to assessing the brand image of the university. Nevertheless, the university brand image is a multidimensional construct that is difficult to measure.
University brand can be defined as a manifestation of the institution's features that distinguish it from others, reflect its capacity to satisfy students' needs, engender trust in its ability to deliver a particular type and level of higher education and help potential recruits make wise enrollment decisions (Nguyen et al., 2016).
Educational brands, as a rule, are formed historically; however, the process is greatly influenced by directed actions to form the competitiveness of an educational institution (Mikhailova & Shepel, 2015).
A unique brand image influences positively the university's reputation, which in turn can have a significant impact on a student's experience (Berry, 2000). Several researchers (e.g., Cretu & Brodie, 2007; Pripo-ras & Kamenidou, 2011) perceive reputation as one of the key consequences of a good university brand image. Reputation is included in the number of factors influencing the decision of potential students. A combination of good brand image and sound reputation contributes to the enhanced level of student satisfaction, which will eventually result in positive word of mouth and increasing level of brand loyalty (Panda et al., 2019).
Most researchers (e.g., Ivanova et al., 2011; Bekker, 2012; Kapustina et al., 2017) agree that the university brand model is multicomponent, it includes several interpenetrating individual attributes - specific characteristics of the educational organisation.
According to Groshev and Yuriev (2010), the essential attributes of a brand of a higher education institution include the history of the university, popularity in professional circles and society; stability and prospects for professional development; demand for graduates in the national and international labour markets; qualitative composition and professionalism of the teaching staff; the territorial location of the university; form style; openness and integration of the educational institution into the external environment.
Casidy (2013) focuses on attributes such as quality of service, customer satisfaction and positive word of mouth. Merchant et al. (2015) highlights the impact of university heritage and reputation on the attitudes of prospective students.
Comprehending one of the most famous brand models proposed by L. de Cernatoni, Suomi et al. (2013) add to its six elements (brand vision, culture, positioning, personality, relationships, presentation) a seventh one - the location of the university. It is argued that a university can gain several benefits from a favourable geographic location.
Some Russian researchers identify human capital as the main attribute of the brand of a higher educational institution. In this case, human capital means highly qualified professors, smart students and graduates who have received a well-paid position (Bekker, 2012); rector, employees, students, universities-competitors and social media (Kaygorodova, 2012).
Valitov (2014) proposes a three-component university brand structure:
1) University attributes
Characteristics of the quality of the educational services provided (availability of state accreditation, international validation of programs)
Teaching staff (percentage of teachers with academic titles, PhD degree holders, and foreign professors)
Social and financial characteristics (the number of state-financed places, cost of education, scholarships, and grants)
Facilities of the university (location, classrooms arrangement and fitting with modern technical means, availability of dormitory, canteen).
2) The image of the university
Profit (diploma value, guaranteed employment)
Value (extensive history, graduates' achievements)
Conditions for personal creative development.
3) The value of the university brand.
Valitov, like Bekker and Kaygorodova, distinguishes people as a vital element of the university brand. According to him, universities gain fame and prestige through successful careers of their graduates and famous professors working in them.
University brand attributes can be unique to each institution. They can be influenced by the university's mission and key objectives. For instance, the People's Friendship University of Russia, which mission is "to unite people of different cultures by knowledge", highlights the following attributes of its brand: multi-nationality and international cooperation; faculty, researchers, students and alumni' input in the world community development; multi-profiled education and research; equal opportunities; commitment to studies, research and public activities2. These attributes show an orientation towards international cooperation and integration into the global educational community.
Overall, we can conclude that a university brand is an intangible category that is difficult to assess.
2 RUDN University brand book. 2017. URL: http://fr.rudn.ru/u/ www/files/about_rudn/rudn_bb_4final_eng.pdf.
However, this concept is formed from several attributes that are easier to identify and evaluate.
Based on the literature review and our observations, we highlight the following university brand attributes: enhanced international cooperation, highly qualified professors, successful graduates, research activities, interesting and exciting non-curricular student life, material and technical base, high quality of education, location, extensive history, high position in the world ranking of universities, highly gifted students, public opinion and social media reputation.
Methodology
As the primary research method, I applied the sociological survey. A questionnaire (Table 1) was distributed among 96 1st-year students of the Higher school of management of the Financial University under the Government of the Russian Federation during the introductory English seminars. Subsequently, the data were analysed using Microsoft Excel analysis tools. The target audience was 1st-year students since they are the ones who are closest to the moment of choosing an educational institution.
The survey contained two long-range questions, seven Likert-scale questions and one multiple choice question.
Other research methods which I used in the study included the analysis of relevant scientific literature on branding in higher education, identification of the key attributes of the university brand, synthesis, comparison, analogy, observations, systematisation, and categorisation of facts and concepts.
Results and discussion
I formulated three main questions to carry out the research:
1. What do students understand by the term "university brand"?
2. What is the degree of influence of a competitive university brand on the choice of a modern student?
3. What determines the prestige of a university in the opinion of students? What are the attributes of a university brand that matter most?
I presented the findings of the research according to the questions in the survey. The first question was asked to reveal students' general ideas about the concept of the university brand to identify the level of understanding of this term. Despite the recommendation to give as the full answer as possible, one-word or short answers predominated. In most cases, the
Table 1
Questionnaire to reveal students' attitude to the university brand and its individual attributes
Please help us find out about your preferences by taking a few moments to fill out this survey form.
1) What is meant by "university brand"?__________________________________________
2) To what extent do you agree with these statements?
Strongly disagree Disagree Neutral Agree Strongly agree
Higher education in the modern world is a necessity
I want to study only in a prestigious and high-ranking university
Only after graduating from a prestigious university, I will be able to find a high-paying job
The field of study does not matter if you are studying at a high-ranking university
Studying at a high-ranking university helps to increase my self-esteem
Only by studying at a prestigious university, I will be able to develop all my talents and capabilities
The name of the university is the most important line on your resume
3) What were you motivated by while choosing a university?
4) What determines the prestige of the university?
a. enhanced international cooperation g. high quality of education
b. highly qualified professors h. location (big cities)
c. successful graduates i. extensive history
d. research activities j. high position in the world ranking of universities
e. interesting and exciting non- k. highly gifted students
curricular student life l. public opinion and social media reputation
f. material and technical base
Thank you!
Source: Compiled by the author based on the research conducted.
answer was a set of word associations that the student had. Based on the responses received, a "cloud of words" which students associate with the concept of "university brand" was compiled (Figure 1). The size of words is in direct proportion to the frequency of use by students. The term "university brand" is most often associated with such concepts as "reputation", "name",
"fame", "prestige", "status", "rank", "value", "popularity", "recognizability, etc.
However, there were also more specific and extensive formulations such as "characteristics that distinguish the university from other educational institutions", "a set of unique properties", "value and significance in the eyes of consumers."
communitymotivatjon
community - »symbolism ^
rec0qnfJb^|n' CT I Ofame
ГЭ П U f I V W W I M ^^prominence
I U I I i\lawarenessKV4/^J.i.i^ f mi^li + v/
rf^,,r r motto quality
status f ¿j ry\ Qinfiuence
popularity I Q 1С'
history
krecognizabllity -family «va IU err
reputation
"Jratinn P ^^ ^^nn<;itinn
logo
value
motto prestige
ratijjratinghi5tory|
progress
• I • intern,
position
professors
image
name
inter nationalization
Figure 1. Associations to the term "university brand"
Source: Compiled by the author based on the research conducted
The purpose of the second question was to assess the degree of influence of a strong university brand on the choice of contemporary Russian students. The question contained seven statements, and the students had to indicate the degree of their agreement with each of them. Table 2 presents the results in percentage terms.
According to the results, the majority of respondents (precisely 88 per cent) consider higher education as a necessity in the modern world. It confirms the relevance of research in this area. The study revealed the relentless desire of the majority of students to study only in a prestigious and high-ranking educational institution. One of the reasons for this is that studying at a high-ranking university helps to increase students' self-esteem.
More than half of the respondents expressed their agreement with the statements that only after graduating from a prestigious university they will be able to find a high-paying job (specifically 65 per cent) and only by studying at a prestigious university they will be able to develop all their talents and capabilities (specifically 79 per cent). By and large, studying at a prestigious university, students gain confidence in their future demand as highly qualified specialists.
The statements (4) "The field of study does not matter if you are studying at a high-ranking university" and (8) "The name of the university is the most important line on your resume" are the most controversial ones. Although the majority of participants
did not confirm them, the number of students who expressed their consent is quite large. About a quarter of the students surveyed (specifically 24 per cent) attach more importance to the university brand than to the field of study and, consequently, to their future profession. About the same number of respondents agreed that the name of the university would be the most important line on their resume.
On the whole, the study revealed a significant degree of influence of a competitive university brand on the choice of contemporary Russian student. It is rather difficult for students to give an interpretation of this term. However, most of them demonstrate a desire to study only in a prestigious and recognisable educational institution.
The purpose of the third question was to encourage students to name specific motives that guided them when choosing a higher education institution and specific characteristics of the educational organisation to which they paid special attention. Nevertheless, about half of the respondents (precisely 45 out of 96) gave answers to this question similar to the answers to the first question. The most common responses were "the prestige of the university," "the reputation of the university and its popularity among other educational institutions," "positive image", "high status in the educational services market", etc.
However, in the remaining 51 survey forms, more specific motives were indicated. There are six main aspects that the respondents paid the most attention to when choosing a university:
Table 2
Question 4. Results
Statements Number of respondents Strongly agree, % Agree, % Neutral, % Disagree, % Strongly disagree, % Total, %
Statement 1 96 27 61 7 3 2 100
Statement 2 96 48 43 9 0 0 100
Statement 3 96 16 49 12 18 5 100
Statement 4 96 2 22 51 20 5 100
Statement 5 96 17 54 20 8 2 100
Statement 6 96 15 64 9 11 0 100
Statement 7 96 2 28 23 46 0 100
Source: compiled by the author based on the research conducted.
(1) "positions of the university in national and world rankings" (mentioned in 33 forms);
(2) "public opinion" (mentioned in 26 forms);
(3) "highly qualified, renowned professors" (mentioned in 25 forms);
(4) "location of the university" (mentioned in 19 forms);
(5) "famous and successful graduates" (mentioned in 18 forms);
(6) "content of educational programs" (mentioned in 10 forms).
In a single copy, there were such answers as "non-curricular student life", "directions of scientific activity" and "friendly atmosphere".
The fourth question was aimed at identifying the degree of significance of individual university brand attributes from the students' point of view. However, now, to be more specific, the respondents were offered 12 options to choose from. Subsequently, four items selected by less than half of the respondents ("Research activities", "Interesting and exciting non-curricular student life", "High quality of education" and "Extensive history") were excluded from consideration. Among the most popular options were "High position in the world ranking of universities" (specifically 92 per cent), "Highly qualified professors" (specifically 84 per cent), "Public opinion and social media reputation" (specifically 82 per cent) and "Enhanced international cooperation" (specifically 71 per cent) and "Successful graduates" (specifically 66 per cent).
Particular attention should be paid to attributes "High position in the world ranking of universities",
"Highly qualified professors", "Public opinion and social media reputation" and "Successful graduates" as they were both mentioned by students in answer to the third question and chosen by the majority of the respondents in the fourth question. Moreover, the three most significant characteristics of an educational institution for students remained unchanged in both questions.
When students were given multiple choices, attribute "Location", chosen by slightly more than half of the respondents, lost its high importance. On the contrary, attribute "Enhanced international cooperation" was selected by the majority of respondents while answering the fourth question and was not mentioned at all when answering the third one. This attribute does not come to mind among the first, but it can be considered as an essential contribution to the formation of a positive reputation of the educational institution.
Attributes "High quality of education" and "Material and technical base" with the indices 60 per cent and 57 per cent have an average degree of significance from the students' point of view.
Based on the results obtained, we can conclude the most significant aspects that should be paid attention to while forming a competitive university brand. Firstly, it is the position of the university in national and international rankings, which serve as a measure of the university's prestige in the eyes of potential students. Secondly, the university should conduct a careful selection of the teaching staff, because the student has the closest interaction with these people throughout the educational process. Thirdly, particular attention
Figure 2. Question 3. Results in percentage
Source: compiled by the author based on the research conducted.
What determine High position in the world ranking Highly qualified professors Public opinion Enhanced international cooperation Successful graduates High quality of education Material and technical base Location s the prestige of the university?
0 100
0 9
0 8
0 7
0 6
10 20 30 40 5
should be given to creating a positive image of the university in social networks and the Internet as a whole, since it is the primary source of information for young people. Expansion of international relations and improvement of the material and technical base are also important areas of activity of a modern higher educational institution.
By and large, students' ideas about the concept of a university brand are somewhat vague and abstract. Strong university brand in the mind of the student is identified with such intangible concepts as solid reputation, positive image, fame, prestige, status, rank, value, etc. In the opinion of students, the prestige of the university is predominantly determined by its high position in the world ranking of universities, highly qualified professors, favourable public opinion and enhanced international cooperation. These attributes are of the highest importance. Successful graduates, high quality of education, material and technical base and location of the university are also quite significant attributes of a competitive university brand.
Conclusion
Thus, in the course of the study, we identified the individual attributes of the university brand. I noted the inconsistency and complexity of the measurability of this concept.
The high degree of influence of a competitive university brand on a choice of modern Russian students was revealed. The most significant attributes of the university brand, in the opinion of students, are high position in the world ranking of universities, highly qualified professors, positive public opinion and enhanced international cooperation.
It determines the most critical areas of activity of a modern higher educational institution, such as measures to increase the prestige of the university in the international market of educational services, careful selection of candidates for teaching staff positions, the formation of a positive image of the university in the social media and the expansion of international relations of the educational institution.
Acknowledgements
The author would like to express her sincere gratitude towards her scientific supervisor Kalugina Olga Anatolevna, Associate Professor at the Department of the English language for professional communication (Financial University under the Government of the Russian Federation) for her encouragement and useful recommendations throughout this study.
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