高等教育中的视觉身份的内部观点:印尼排名第一的大学的案例研究
Putri Dwitasari1,2, Ellya Zulaikha1, Syarifa Hanoum1
1Interdisciplinary School of Management & Technology, Institut Teknologi Sepuluh Nopember, Surabaya, East Java Province, Indonesia.
F1000Research
|January 15, 2025
概括
有效的视觉身份管理对于高等教育机构建立良好的声誉至关重要. 这项研究表明,视觉身份如何显著影响机构认知和竞争优势.
科学领域:
- 组织研究 组织研究
- 品牌管理 品牌管理
- 高等教育行政管理.
背景情况:
- 发现了理解高等教育机构 (HEI) 品牌的差距,特别是组织层面对视觉身份 (VI) 的忽视.
- 强调过去十年来,研究重点从VI转向更广泛的高等教育机构品牌和声誉.
- 建议整合表达率 (EQ) 和体验性品牌意义,以探索VI与声誉的关系.
研究的目的:
- 探索视觉身份与高等教育机构声誉之间的关系.
- 调查体验品牌意义和情商如何有助于理解这种关系.
- 提供有关VI对高等教育机构声誉的组织层面影响的见解.
主要方法:
- 采用定性案例研究方法,采用半结构化访谈.
- 涉及来自印度尼西亚五所顶级大学的29名员工.
- 分析经验性品牌意义的整合 (意识,解释,占用,沟通) 和EQ框架.
主要成果:
- 视觉身份显著影响对机构身份和声誉的看法.
- 有效的VI管理增强了学术竞争优势.
- 调整内部利益相关者的看法与外部品牌,以实现凝聚力的组织身份.
结论:
- 强调VI在提高机构声誉方面的战略重要性.
- 为大学提供了一个模型,通过VI管理来加强声誉力量.
- 显示了利益相关者对品牌身份的强烈认识和接受.
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