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Full-Text Articles in Organizational Communication
Perception And Conceptualization Of The Land-Grant Mission At A Land-Grant Institution, Audrey E. H. King, Quisto Settle, Dwayne Cartmell, Asya Cooley, Jeff Sallee
Perception And Conceptualization Of The Land-Grant Mission At A Land-Grant Institution, Audrey E. H. King, Quisto Settle, Dwayne Cartmell, Asya Cooley, Jeff Sallee
Journal of Applied Communications
While the three-part mission of the land-grant university has been a pivotal component of agriculture and natural resources in the U.S., the land-grant mission is not always well understood by all audiences, including faculty members who are the key deliverers of the land-grant mission. As such, it is important to understand how faculty members view the land-grant brand identity. A series of focus groups were conducted with tenure and non-tenure track faculty members at [university]. Faculty members’ perceptions of the university’s brand came out in four themes: overall description of the brand identity, connections to [City], university values, and increased …
The Ever-Evolving Brand Of The Land-Grant Institution: A Historical Overview, Audrey E. H. King, M. Craig Edwards
The Ever-Evolving Brand Of The Land-Grant Institution: A Historical Overview, Audrey E. H. King, M. Craig Edwards
Journal of Applied Communications
A brand is a multifaceted system of management choices and consumer responses that distinguishes products, goods, services, or ideas and creates awareness and meaning. In a highly competitive environment, the importance of the branding of universities is continually increasing. Land-Grant Institutions (LGIs) have a long and storied history of serving the public, who may have little awareness of the institutions’ overall missions or importance. This inquiry sought to describe the brand and branding of LGIs over time. The Morrill Act of 1862 established LGIs and their brand as schools of higher learning for the common people. The LGI and its …
#Transformffa: An Analysis Of Social Media Content During The 2016 National Ffa Convention, Tiffany M. Rogers-Randolph, Lisa K. Lundy, Jessica L. Harsh, Raychel Rabon
#Transformffa: An Analysis Of Social Media Content During The 2016 National Ffa Convention, Tiffany M. Rogers-Randolph, Lisa K. Lundy, Jessica L. Harsh, Raychel Rabon
Journal of Applied Communications
The proliferation of social media has the ability to considerably impact stakeholders’ perspective of an organization’s brand. Due to this relationship, social media analysis is crucial to executing informed brand communication strategies. In October 2016, the brand communication strategies of the National FFA Organization were focused on promoting the 89th National FFA Convention. A large portion of these efforts and resources were dedicated towards the utilization of social media. This study was designed as a content analysis of the National FFA Organization’s social media presence during the dates of the convention. The goal was to identify the prominent themes …