dc.creator | Marjanović, Jelena | |
dc.creator | Domazet, Ivana | |
dc.creator | Miljković, Jovan | |
dc.date.accessioned | 2023-12-06T18:19:23Z | |
dc.date.available | 2023-12-06T18:19:23Z | |
dc.date.issued | 2023 | |
dc.identifier.issn | 2406-0674 (online) | |
dc.identifier.issn | 1821-1283 (print) | |
dc.identifier.uri | http://reff.f.bg.ac.rs/handle/123456789/5597 | |
dc.description.abstract | Due to the complexity of the educational market, changes are also occurring
in the field of education itself - from the constant transformation of the curriculum
to new trends in the management of education at all levels. Faculties compete with
each other for the best students, professors, projects, discoveries and resources.
This forces higher education institutions, which want to survive in the long term
and to be highly listed on the market, to take special care of their reputation and
prestige. In order to improve their quality and thereby ensure a competitive
advantage, higher education institutions use brand management activities to
emphasize the values on which their engagement is based. The aim of the paper is
to investigate the opinion of students - users of the service of a higher education
institution and to show the importance of instrumental values on the basis of which
the faculty brand should be shaped. Descriptive statistics and survey techniques were used in the empirical research, and the sample consisted of 403 respondents -
students at six private and state faculties. The obtained results indicate a positive
opinion of the respondents about instrumental values, such as those on which a
higher education institution should build its brand. This finding provides a basis
for the creators of not only higher education brands, but also for the creation of
study programs based on the estimated value, an incentive for further research of
other values in higher education, as well as for the creation of an optimal brand
model of higher education institutions. | sr |
dc.language.iso | en | sr |
dc.publisher | Institute of Economic sciences | sr |
dc.relation | info:eu-repo/grantAgreement/MESTD/inst-2020/200005/RS// | sr |
dc.rights | openAccess | sr |
dc.rights.uri | https://creativecommons.org/licenses/by/4.0/ | |
dc.source | Journal od Women's Entrepreneurship and Education (JWEE) | sr |
dc.subject | educational market | sr |
dc.subject | constant transformation of the curriculum | sr |
dc.subject | students | sr |
dc.subject | higher education | sr |
dc.title | Higher Education Branding through Instrumental Values | sr |
dc.type | article | sr |
dc.rights.license | BY | sr |
dc.citation.epage | 94 | |
dc.citation.rank | M24 | |
dc.citation.spage | 75 | |
dc.description.other | Since 2022, JWEE has been classified as a national journal with international significance (M24) according to the Ministry of Science, Technological Development and Innovation. | sr |
dc.identifier.doi | 10.28934/jwee23.34.pp75-94 | |
dc.identifier.fulltext | http://reff.f.bg.ac.rs/bitstream/id/13553/bitstream_13553.pdf | |
dc.type.version | publishedVersion | sr |
dc.identifier.cobiss | 157987852 | |