Brand Personality Higher Education Using Rasch Model Approach
Arianis Chan, Tetty Herawaty, Dadan Suryadipura, Asep Miftahuddin
Available Online 25 March 2020.
- https://doi.org/10.2991/assehr.k.200323.036How to use a DOI?
- brand personality, higher education, Rasch Model, University Branding, Conscientiousness
- 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.
- 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 -