Dr. Osman Sahin
Business and Management Department, Tshik International University, Erbil, Iraq
Email: [email protected]
DOI: 10.23918/ICABEP2019p52
(Full Paper)
Abstract
The current research measures issues related to the brand image of Tishk University to persuade students regarding university selection their higher education and formation sources of that image. Thıs study measures the effectiveness of universities’ stakeholders’ external factors in brand image building of an academic institution through a conceptual model. The role of advertising and social media is hypothesized that they are important in the brand image building process. The study is descriptive in nature and for this purpose, both the sources of data were used i.e. the primary source of data and secondary source of data. A self-prepared structured survey questionnaire about demography and all the specified variables in the model were tested for credibility. Quantitative data analyzed using statistical multivariate data analysis techniques, such as T-test and regression analysis. Here the study has evidence that the university brand image gets affected by all the aforesaid variables. Null hypothesis got rejected for both hypotheses and alternative hypotheses got accepted for current research. The current research helps the universities to understand social media and advertising and their effect on the brand image of Tishk University.
Keywords: Social Media, Advertising, Brand Image and Tishk University
ICABEP2019
International Conference on Accounting, Business, Economics and Politics
ISBN: 978-9922-9036-3-7
