Distribution of Brand Community in University: A Systematic Review of Literature on Higher Education Market-Oriented Strategy

• 영문명: Distribution of Brand Community in University: A Systematic Review of Literature on Higher Education Market-Oriented Strategy
• 발행기관: 한국유통과학회
• 저자명: Danial THAIB Saiful GHOZI Hendra SANJAYA KUSNO Andriani KUSUMAWATI Edy YULIANTO
• 간행물 정보: 『유통과학연구(JDS)』제21권 제3호, 25~36쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose: Brand community in higher education institutions comes up as an important topic to be discussed because the relationships among consumers can support the institutional brand and ultimately give meaning and vitality to the market-oriented strategy. This study aims to investigate how the literature on brand community in higher education have been distributed in research trends, theoretical frameworks, and methods. Research design, data and methodology: A total of 24 articles were organized from four reputable international databases. Content analysis were performed followed by synthesis toward potential directions and suggestions. Results: The researches in this area have increasingly focused on online interaction. Social identity theory and relationship theory were the two most prevalent theories used. Since the internet provides any social relationship with a specific relationship to form the brand community, its contextualization in higher education resulted in new concept implementation. Conclusions: The relationship within online participati on has impacted the market-oriented strategy of higher education in searching for ways toward a long-term and enduring bond among students, alumni, institutions and brands. As there is a plenteous prospect of data availability combined with big data analysis technology, the online participation will pique the interest of scholars to conduct further research on it.

목차

1. Introduction

2. Research Method

3. Result and Discussion

4. Conclusion

References

키워드

Distribution of Brand Community Higher Education Institution Systematic Literature Review Market-Oriented Strategy