Study on the Influencing Factors of Branding of Private Higher Vocational Universities-Taking Shandong University of Engineering and Vocational Technology as an Example
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Abstract
The objectives of the study were: 1) To explore will brand awareness affects the branding of Shandong University of Engineering and Vocational Technology; 2) To explore will brand positioning affects the branding of Shandong University of Engineering and Vocational Technology; 3) To explore will brand management affects the branding of Shandong University of Engineering and Vocational Technology. This study adopted a quantitative research method. In this study, a total of 378 questionnaires were distributed, with 346 valid questionnaires and the validity rate was 91.53%. The population was the instructors of Shandong University of Engineering and Vocational Technology. Combined with branding theory. The results: 1) Brand awareness has a significant positive effect on branding of Shandong University of Engineering and Vocational Technology; 2) Brand positioning has a significant positive effect on branding of Shandong University of Engineering and Vocational Technology; 3) Brand management has a significant positive effect on branding of Shandong University of Engineering and Vocational Technology. Recommendations for branding should focus on the follow aspects: 1) Strengthen brand awareness; 2) Focus on brand positioning; 3) Refinement of brand management.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร มจร ปรัชญาปริทรรศน์
ข้อความในบทความที่ได้รับการตีพิมพ์ในวารสาร ถือเป็นความรับผิดชอบของผู้เขียนบทความ และข้อคิดเห็นนั้นไม่ถือว่าเป็นทัศนะและความรับผิดชอบของกองบรรณาธิการวารสาร มจร ปรัชญาปริทรรศน์
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