Proceedings of the 4th International Conference on Arts Language and Culture (ICALC 2019)

Brand Personality Higher Education Using Rasch Model Approach

Authors
Arianis Chan, Tetty Herawaty, Dadan Suryadipura, Asep Miftahuddin
Corresponding Author
Asep Miftahuddin
Available Online 25 March 2020.
DOI
https://doi.org/10.2991/assehr.k.200323.036How to use a DOI?
Keywords
brand personality, higher education, Rasch Model, University Branding, Conscientiousness
Abstract
The study presented in this paper analyzes Brand Personality Higher Education. Focusing on higher education in Indonesia, namely Universitas Padjadjaran, this study aims to examine the factors that affect the Brand Personality Higher Education. The empirical application is performed on the basis of a sample of 234 respondents of Universitas Padjadjaran students, analyzed by using Rasch Model. The findings show that student response to the Prestige is high and positively affect student university identification, Appeal factor with the high response, and Conscientiousness factor gets low expectations from Universitas Padjadjaran students identification.
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Proceedings
4th International Conference on Arts Language and Culture (ICALC 2019)
Publication Date
25 March 2020
ISBN
978-94-6252-939-7
DOI
https://doi.org/10.2991/assehr.k.200323.036How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Arianis Chan
AU  - Tetty Herawaty
AU  - Dadan Suryadipura
AU  - Asep Miftahuddin
PY  - 2020
DA  - 2020/03/25
TI  - Brand Personality Higher Education Using Rasch Model Approach
BT  - 4th International Conference on Arts Language and Culture (ICALC 2019)
PB  - Atlantis Press
SP  - 303
EP  - 310
UR  - https://doi.org/10.2991/assehr.k.200323.036
DO  - https://doi.org/10.2991/assehr.k.200323.036
ID  - Chan2020
ER  -