The role of brand orientation in the higher education sector: a student-perceived paradigm

Purpose
The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the Australian higher education sector.

Design/methodology/approach
Two hundred and fifty-eight questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between the constructs.

Findings
This study provides empirical evidence that PBO has a positive and significant relationship with all dependent variables. The research reveals that students' perception of a university's brand orientation is significantly related to satisfaction, loyalty, and post-enrolment communication behaviour.

Research limitations/implications
The findings may guide the key decision makers in higher education institutions to understand the importance of brand orientation in their corporate strategy to enhance satisfaction, loyalty, and positive WOM, which can be used to differentiate themselves from other institutions in the highly competitive education market.

Originality/value
Past researchers have not looked into the dynamic relationships between PBO, satisfaction, loyalty, and post-enrolment communication behaviour, and hence research is to be called for in this area. The paper is the first to examine brand orientation from the perspective of the students and provide higher education institutions with recommendations to improve service quality through brand orientation.

A conceptual model of consumer personality-brand preferences relationship

There have been a significant number of studies that investigate the antecedents to customers in forming their brand preferences. However, there is a dearth of research devoted to examining the role of customer personality in marketing. This conceptual paper attempts to cover this gap through examining the relationships between consumer personality and brand preference. We developed a conceptual model which is based on the Big Five theory of personality and show how this could be applied to the marketing context. It is proposed that human personality has a significant relationship with brand preferences.

A Conceptual Framework on the Relationship between Nation Brand Perception and Donation Behaviour

Over the past two decades, the topic of nation brands has attracted the interest of academics, researchers, and policy markers alike. Governments in particular have used the concept of nation brands to attract support from international audiences. This study developed a conceptual framework of donation behaviour with nation brand perceptions as a mediating variable between donation motives and donation behaviour. The framework proposes that people‘s perception of a nation‘s brand will have significant implications on the willingness and extent of contribution to a charitable cause associated with the nation.

Informing brain health behaviour choices: the efficacy of a high-school brain awareness pilot study

Aims:
Lifestyle choices such as diet and exercise significantly impact mental wellbeing and this is particularly so during the period of adolescence. The aim of the current study was to determine whether neuroscience concepts could be introduced to the classroom in a manner that improved high school student awareness of how health behaviour choices impact brain health. 

Study Design:
This study was a quantitative study that measured 47 assertions relating to brain health and neuroscience pre and post an interactive seminar.

Place and Duration of Study:
A Victorian high school in Geelong, Australia. Participation in the seminar took approximately 100 minutes, including time to complete the questionnaires.

Methodology:
The current study trialed a ‘Brain Basics’ educational program in a Victorian high-school. The neuro-educative interactive seminar was presented to 48female year 11 students. The level of student understanding, interest and enjoyment was assessed prior to and following an interactive seminar.

Results:
Student understanding of brain health significantly improved in 31 out of 47 questionnaire items and interest and enjoyment were highly rated.

Conclusion:
This supports the notion that basic neuroscience concepts can be introduced into Victorian schools to increase brain health awareness of our youth during this criticaltime of brain development. - See more at: http://www.sciencedomain.org/abstract.php?iid=431&id=21&aid=3887#.UykK5oXAwZm

The experience of Singapore in raising awareness of natural and cultural resources

The city-state of Singapore has a major role in the urban development. Majority of the innovative projects are initiated by the government agencies. For this paper, I would like to highlight the two distinct themes of innovation that, I believe preoccupied the authority for its urban issues, they are innovation which concern nature and culture. Land in Singapore is scarce. Natural resources are strictly protected. At the same time they are challenged to return the maximum benefit to their own population. The water catchment area and the prime forest on the whole island is the most valuable natural resources to be preserved. The paper will demonstrate how Singapore challenges with its own resources (water and greenery) in which the holistic planning around these themes become more than just spaces of protection but integrated with the public space system and turned into more valuable spaces for the well being of its population. The second theme is the issue related to culture. Singapore's economy is the most advance compare to other Southeast Asian countries, however when it comes to culture and identity, the city state struggles with the over constructed image of branding Singapore's culture. The paper will discuss several examples around the theme of arts and culture, how the city state bench-mark itself with the world class cities. It is one of the most challenging topic in urban planning and policy making. It is worth discussing on its success and failure. We can learn form Singapore that innovation at the level of policy maker can be achieved in some urban aspects such as the management of natural resources and urban design projects related to it. However when it comes to the issue related to art and culture, the top down policy alone cannot assure the achievement of city's identity as it aspired. Tracing the historical development of the environmental and cultural policies of Singapore the paper intends to study and analyze various case studies reflecting these attempts of natural and cultural instillation. In the process of comparison of these two drastically contrasting actors and approaches, the paper will argue that it has mostly been driven by economic aims, and careful thought. The results have been limited and restrictive. Further arguing that 'creativity' is the essential factor of arts and culture, it evaluates the authenticity and the ultimate implications on cultural spirit.

The effect of product placement in computer games on brand attitude and recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude towards the brand in question is fairly low. It was concluded that product placement within computer games is an effective means of fostering high spontaneous brand recall and even of influencing consumers less positively predisposed towards a brand (analogous to non-users). These findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.

Brand management in small to medium-sized enterprises

Although an impressive body of literature has emerged focusing on the critical activities involved in brand management for larger organizations with well-established brands and substantial marketing budgets, no research has been undertaken to examine branding within small to medium-sized enterprises (SMEs). The present study therefore seeks to assess the nature and scope of brand management within an SME context. Findings show significant differences between small and large organizations along 9 of the 10 brand management dimensions reported in Keller's brand report card. Moreover, different brand management practices are associated with business performance in SMEs. Implications of the study are highlighted, limitations noted, and directions for future research outlined.

Brand love in sport: antecedents and consequences

This study explores brand love within the sport context. Specifically, this thesis addresses the scarcity of exploratory empirical investigations of brand love and provides an understanding of the dimensions of brand love and further establishes an empirical relationship between brand associations, brand love, and loyalty.