Brand Personality Higher Education Using Rasch Model Approach

DOI

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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - Proceedings of the 4th International Conference on Arts Language and Culture (ICALC 2019)
PB  - Atlantis Press
SP  - 303
EP  - 310
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200323.036
DO  - 10.2991/assehr.k.200323.036
ID  - Chan2020
ER  -