Model vrednotenja blagovne znamke v visokem šolstvu / Brand Equity Model in Higher Education

Področje vrednosti
blagovne znamke bo v projektu preučevano z zunanjega vidika, tj. z vidika
zaznane vrednosti blagovne znamke v očeh potrošnikov. Čedalje več visokošolskih
zavodov, predvsem v razvitejših gospodarstvih, se zaveda pomena vrednosti
izdelka/storitve in njegove blagovne znamke za potrošnike, zato poskušajo čim
natančneje ugotoviti, kakšna je vrednost njihovih izdelkov/storitev in
blagovnih znamk.
Namen raziskave je
identificirati ključne vplivne dejavnike zaznane vrednosti blagovne znamke v
mednarodnem visokošolskem prostoru. Izvedena bo kvantitativna raziskava, s
tehniko spletnega anketiranja. V raziskavo vključeni državi bosta Slovenija in
Norveška in vpisani študentje na tamkajšnji izbrani visokošolskih institucijah.
Glavni cilj raziskave je izboljšati razumevanje zaznane vrednosti blagovne
znamke visokega šolstva in implementirati rezultate raziskave v prakso.
Spoznanja obravnavanega področja bodo zaokrožena z izvirno oblikovanim modelom
vrednotenja blagovnih znamk v visokem šolstvu v mednarodnem okolju. Model
povezav bo metodološko ocenjen na primeru izbranih visokošolskih institucij in
njihovih blagovnih znamk v mednarodnem okolju (Slovenija, Norveška). V sklepnem
delu bo kritično pojasnjeno kako bo model z ustreznimi prilagoditvami mogoče
razširiti tudi kot temelj za konstrukcijo splošnega modela na področju merjenja
vrednosti blagovne znamke v visokem šolstvu.
Osrednji prispevek projekta bo predstavljala empirična analiza, ki bo
razkrila možnost prenosa teoretičnih in empiričnih ugotovitev v prakso, in
sicer v storitveni sektor, natančneje v prostor visokega šolstva mednarodnega
okolja. Projekt bo glede na svojo zasnovo in vsebino predstavljal eno izmed
referenčnih del na področju raziskovanja trženja ter njegovega ožjega področja
upravljanja blagovnih znamk. Izvirni znanstveni prispevek predstavlja
oblikovanje modela vrednotenja blagovnih znamk v visokem šolstvu v mednarodnem
okolju. Raziskava, ki bi to preverjala, po nam raziskanih podatkih, doslej v
Sloveniji in na Norveškem še ni bila izvedena. Potemtakem zagotovo pomeni korak
k razvoju znanosti. Rezultati projekta bodo referenčno delo tudi v mednarodnem
merilu. Rezultati bodo javno objavljeni v znanstvenih člankih v mednarodnih
revijah s faktorjem vpliva, v prispevkih na nacionalnih in mednarodnih
znanstvenih in strokovnih konferencah. Dodaten prispevek k obstoječemu znanju
bo tudi v empirični demonstraciji povezav modela vrednotenja blagovnih znamk,
kar bo dodana vrednost tako za storitveni sektor kot za širšo javnost. Projekt
bo izveden na način, ki utemeljuje pomen in potrebo po razvijanju novih
teoretičnih in empiričnih analiz pri preučevanju vrednosti blagovne znamke.
the project, brand equity is examined from an external perspective in the project, ie. With regard to the
perceived brand equity in the eyes of consumers. More and more HE institutions,
especially in more developed economies, are aware of the importance of the
value of a product and its brand to consumers, and therefore try to determine
the value of their products and brands as accurately as possible. This knowledge
creates significant competitive advantages over companies that do not know the
value of their products and brands to consumers. The latter is also an
increasingly topical area for HE institutions. The main objective of this
research is to enhance academic understanding of brand equity in the HE sector
and explore the implications for management practice. A quantitative survey
will be conducted using the online survey technique. The study will include
Slovenia and Norway and students enrolled in higher education institutions
there. The current study works with existing models of brand equity and adapts
them for use in the service sector and in the specific context of HE. The knowledge gained in this
field is rounded off by an original model of brand equity in HE in an
international environment. The model of links will be methodologically
evaluated in the case of selected HE institutions and their brands in the
international environment (Slovenia, Norway). The last section critically
explains how a model, with appropriate adjustments, can also be extended as a
basis for the construction of a general model for measuring brand equity in HE.
The main contribution to the
project will be represented by empirical analysis intended to reveal the
possibility of theoretical and empirical findings to be transferred into
practice, namely service sector and HE in an international environment. The
project will, in terms of its design and content, represent one of the
reference works in the field of marketing research and its narrower segment
brand management. Authentic scientific paper presents the creation of brand
equity model in HE in an international environment. The research to test the
latter, has not in Slovenia and Norway, according to researched data, been carried
out yet. Bearing this in mind the research represents an important step towards
development in science.
The results of the project will be reference work on
international scale. The results will be made public in scientific articles and
international magazines with influential factor, in contributions at national
and international scientific and expert conferences. An additional contribution
to the existing knowledge will be also in the empirical demonstration of
correlations in the brand equity model in HE, which will be added value for
service sector and public in general. The project will be conducted in a way
that underpins the importance and necessity of developing new theoretical and
empirical analyzes in the study of brand equity.