THE BRAND PERSONALITY OF THE SAPIENTIA HUNGARIAN UNIVERSITY OF TRANSYLVANIA

Yıl 2013, Cilt: 5 Sayı: 1, 81 - 91, 01.06.2013

Beáta Kádár

Öz

The present paper focuses on the brand personality of NGO’s, more specifically
that of higher education institutions. This topic was chosen mainly because it is
very recent and actual – this branch of branding is just on its way of being
discovered by companies, as nowadays the brand name and logo are not enough to
make a difference, and this is more relevant in the case of services. This paper
investigates the brand personality of several faculties within the Sapientia
Hungarian University of Transylvania using quantitative and qualitative research
methods. The research is based on the view of the university’s actual students and
alumni students.
My choice for universities is firstly based on a present day issue, namely that the
higher education market becomes more and more competitive and it is hard to
assign different characteristics and features to certain institutions in order to
become more visible among all other competitors. Thus, branding and brand
personality might have a crucial role in creating an image about the institutions
and for a successful competition.
The present paper includes four main parts. The first part briefly presents notions
and definitions with regards to the field of brand personality. The following part
includes a detailed description of the research methods used for brand personality
measuring. The third section presents the research results and discussion of the
findings. Finally, the paper brings about the conclusions, overall findings and
some suggestions regarding the issue.

Anahtar Kelimeler

brand personality, NGO marketing, image

Kaynakça

• Mirnics Zsuzsanna (2006), The building blocks of the personality, Bölcsész Konzorcium
• Kotler Philip, Keller Kevin Lane (2011), Marketing Management 14e, Prenctice Hall
• Pearson Carol S., Mark Margaret (2001): The Hero And The Outlaw, McGraw - Hill
• Aaker Jennifer L. (1997), Dimension of brand personality, Journal of Marketing Research, 34, pp. 347-356.
• Azoulay Audrey& Kapfefer Jean-Noel (2003), Do brand personality scales really measure brand personality?, Brand Management, No. 11, pp.143-155.
• Pandey, Anuja (2009), Understanding Consumer Perception od Brand Personality,
• The IUP Journal of Brand Management, Vol. 4, No. 3. Langer Katalin (2008), Career Planning – Personality marketing, Szent István
• University’s Publisher