Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Other Business
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar
Atlantic Marketing Journal
This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special
A Guide For Early Career Success In Academic Research, Obinna O. Obilo, William B. Locander, David A. Locander
A Guide For Early Career Success In Academic Research, Obinna O. Obilo, William B. Locander, David A. Locander
Atlantic Marketing Journal
Balancing the research, teaching, and service facets is important to achieving success in academia. Doctoral programs should prepare their students to successfully navigate and balance all three of these facets. We focus on the research facet in this study and draw from the experience of a panel of accomplished researchers within the discipline, to compile a set of guidelines for doctoral students and new faculty. Analyzing the qualitative results from the panel interviews, we find that to ensure success within the research facet, one must effectively manage three emergent focal distinctions; a relationship with: oneself, others, and with the work.