Research On Brand Management Of The University Based On Brand Values

In the past three decades of Reform and Opening-Up, the environment of all kinds of policy, economy, market and competition that universities are confronted with has changes significantly. SerSBg as one of the important measures responded by universities to policy, economy and market, building powerful brand is also one of the essential strategies for universities to acquire advantage in competition with brand values playing its pivotal role in this process. The achievement of powerful brand depends on brand culture with brand values as its core. And the brand values have vital influence on brand management. The key is to carry out internalization of the brand values among employees. Only when the brand values are recognized and then turned into practical actions could the actual influence of it on brand management be realized. On the basis of this theory and real background, this paper discusses, under the framework of values and brand management theory, the "brand values------faculty members------brand management" interactive mode as well as mechanism of action in accordance with the relationship mode of "brand values------faculty members------brand management"With the adoption of Grounded Theory Approach, this paper has conducted exploratory research on brand values of universities, the internalization of brand values among faculty members and the features of brand management based on brand values. Meanwhile, the data coding and category merging have also been used on the basis of deep interview and open questionnaire survey. The research results have shown that brand values of universities consist of five dimensions:idea of brand value, orientation of brand value, principles of brand value, objectives of brand value and organization cultural identity; have explored the features of brand management of brand values, including three dimensions:brand citizenship behavior, complete and integrated brand and brand performance; have come to the conclusion that the brand values represent two dimensions from the perspective of the internalization of faculty members:the identity of brand values and support from faculty members. According to the results of qualitative research, the brand values of universities, internalization of brand values among faculty members and the testing items of the dimension construction of brand management based on brand values have been developed through the development procedures of normative scale.Constructing the structure mode of "brand values of universities---internalization of values among faculty members--behavior features of brand management", this paper also carries out empirical studies toward brand management of brand values. Questionnaire survey has been conducted among the faculty members of some universities in Shanghai, collecting387validated questionnaires. Then, descriptive statistic analysis, test of measurement and structure model and test of research hypothesis have all been carried out among the collected data. The study results have shown that the orientation of brand values, principle of brand values and the objectives of brand values have positive influence on the brand citizenship behavior; that idea of brand values, objectives of brand values and organization culture identity exert positive influence on the integrity of complete brand; that orientation of brand values, principles of brand values and organization culture synergy play positive roles in brand performance; that the identity of values among faculty members have positive influence on brand citizenship behavior, complete and integrated brand and brand performance; and that the support from faculty members also have positive influence on brand citizenship behavior, complete and integrated brand and brand performance. Through the analysis of regression, this paper further verifies the mediating effect of the internalization of brand values among faculty members.Based on the literature review, this study constructs, with adoption of Grounded Theory Approach, the structure dimension model of brand values of universities as well as the management relation model of brand values through the deep interview of25teachers in some universities in Shanghai. With the help of the software such as Nvivo8, LISREL8.80and SPSS17.0to analyze data management, and the help of the analysis skills such as Grounded Theory Approach, Exploratory Factor Analysis, Confirmatory Factor Analysis, Correlation Analysis, Structural Equation, Regression Analysis, the following major study results could be achieved:The brand values of universities include five dimensions:idea of brand values, orientation of brand values, principles of brand values, objectives of brand values and organization culture identity;The internalization of brand values among faculty members includes the identity of values among faculty members and the support behavior of faculty members;The internalization of brand values among faculty members has a direct influence on brand management and plays a mediating role between brand values of universities and brand management of universities;Support behaviors of faculty members play a mediating role between the identity of values among faculty members and the brand management of universities;The innovations shown in this paper are listed as follows:With the application of Grounded Theory Approach to carry out the deep interview, the local dimensions of brand values of universities have been explored with the relevant scale;From the perspective of faculty members to broaden the theory of biand management, the construction dimensions of the internalization of brand values among faculty members have been explored with the relevant scale;This paper constructs the influence mechanism of the brand values of universities on brand management and also carries out the empirical test;This paper has explored the pattern of brand values of universities, enriching and developing the theory of values management, which have practical guiding significance on the internal management of the brand of universities.