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The “Party School” Label Enhances a University’s Brand

The “Party School” Label Enhances a University’s Brand. Seung Hwan (Mark) Lee Retail Management, Ryerson. Importance of Brand Image. University Brand Image Perceived in the Mind of a Consumer (Santovec, 2007) Make Decisions with limited information (Parameswaran & Glowacka, 1995)

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The “Party School” Label Enhances a University’s Brand

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  1. The “Party School” Label Enhances a University’s Brand Seung Hwan (Mark) Lee Retail Management, Ryerson

  2. Importance of Brand Image • University Brand Image • Perceived in the Mind of a Consumer(Santovec, 2007) • Make Decisions with limited information(Parameswaran & Glowacka, 1995) • Functional, Symbolic, and Experiential Needs of Students (Park et al. 1986)

  3. University has a vibrant party scene • How Fun and Outgoing are other students are on campus • How abundant the nightlife spots are for college students

  4. The Black Eye • Drinking / Drugs • Academic Impairment • Health / Emotional Strain • Physical / Sexual Assault • Property Damage • Social Networks / Ties • Social Support • Stress Relief

  5. Research Question Does the Party School Label Enhance or Tarnish a University’s Brand?

  6. Study 2: Experimental Study

  7. Study 2: Between-Subjects Experimental Study • Survey (n=156), Online Panel of Adults (19-65), 2 X 2 • Stimuli: Party Atmosphere • IV: Academic Reputation (Top 3 vs. Outside Top 100) • IV: Party Reputation (Study vs. Dancing) • DV: 3-item Brand Image Scale (Nguyen and Leblanc 2001) • Example: “I have a good impression of Pah-Dong University” • Analysis: ANOVA, Interactions (Between Subjects)

  8. Study 2: Results

  9. Study 3: Two-Step Mixed Design • STEP 1: Qualitative (Critical Incident Technique), N=186 • Adults currently attending or attended an American University • Describe TWO reasons why Parties are Beneficial / Harmful • 258 Incidents Benefits • Social Network DevelopmentStress ReliefGenerating Positive MemoriesHooking-Up • 278 Incidents Harms • Substance Abuse (Health Issues)Academic ImpairmentLegal Implications (Physical Altercations)Spending

  10. Benefits

  11. Harms

  12. Study 3: Two-Step Mixed Design • STEP 2: One-Factor Design • Higher AR (Harvard) vs. Lower AR (San Diego State U.) • Benefits Questions: • “Students attending PARTIES at X University are likely to have social network opportunities” • “Students attending PARTIES at X University are likely to have more stress relief” • “Students attending PARTIES at X University are likely to generate more positive memories” • “Students attending PARTIES at X University are likely to have ‘hooking up’ opportunities” • Harms Questions: • “Students Attending PARTIES at X University are likely to have academic impairment issues”

  13. Study 3: Results

  14. Theoretical Framework

  15. Research Question Does the Party School Label Enhance or Tarnish a University’s Brand?

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