(A proposed Strategy to Improve the Mental Image of Emerging Egyptian Universities (New Valley University as a model)

Document Type : Original Article

Author

foundation of education-faculty of education-new valley university

Abstract

 
Abstract:
The study aimed to prepare a proposed strategy to improve the mental image of New Valley University, as a model for emerging Egyptian universities, by identifying the most important dimensions and sources of mental image, and determine the differences in the dimensions and sources that contributed and influenced the construction and formation of the mental image that is attributed to the variables (student - graduate - labor employers). The study relied on the descriptive approach with its analytical and descriptive method. The study sample consisted of a number of students and graduates of the New Valley University, as well as a number of labor employers who have a direct link to the academic disciplines of the New Valley University. The study reached several results, including that the mental image of New Valley University is neither positive nor negative. The study also showed that there were statistically significant differences at the level of significance (0.05) between the attitudes of students and graduates with regard to the cognitive dimension, which is one of the dimensions of building the mental image of the New Valley University, and these differences came in favor of students.

Keywords

Main Subjects

References

مراجع البحث باللغة الإنجليزية:
1.Amini, M. and Ahmadinejad, M., (2012),’’The role of brand identity, image, loyalty and employee brand in PNU brand Strategy”, Journal of Basic and Applied Scientific Research. (10) pp.466-471.
2.Barron, D. and Rolfe, M. (2012). It ain't what you do, it's the way that you do it: reputation and status effects in organizations. In: M. Barnett and T. Pollock (Eds.) Oxford Handbook of Corporate Reputation. Oxford University Press, Oxford, UK.
3.Bridson, Kerrie (2011). Corporate image in the leisure Services Sector. Journal of Services Marketing.25(3).190-201.
4.Caruana, A. (2006). Corporate Reputation and Shareholders' Intentions: An Attitudinal Perspective. Brand Management.13(6).
5.Christidou, V., Hatzinkita, V. &smaras, G. (2012). The image of scientific researchers and their activity in Greek adolescent's drawings. public understanding of science.21(15). 626-647.
6.El khoury, C., Azoury, N, Daou. L. (2013) University Image and its Relationship to Student Satisfaction: Case of the Holy Spirit University of Kaslic. Lebanon. Journal of Executive Education. 12(1).1-13.
7.Marcellis, N., Teodoresco, S. (2012). Corporate reputation is you most strategic asset at risk. cirano knowledge into action, Center for Inter University Research and Analysis on Organizations. 6–48.

8.Maria, Lamelas, Maria(2011). Conceptualising and Measuring the Influence of Corporate Image on Country of Origin Image the Case of Spain. Brunel University.

9.philip J.  Kitchen ،Inga Burgmann. (2014)."  Projecting corporate brand image and behavioral response in business schools:  Cognitive or affective brand attributes? Journal of Business Research.67.2324–2336
10.Rachuonyo, Ogendi (2017). The image of Quality Service on Customer Satifaction in Higher Education Sector: a case of Private Universities in Kenya.
11.Raposo, M & Alves, H. (2010). The influence of University Image on Student Behavior. International Journal of Educational Management.24(1).73-85.
12.Smaizien, I.  & Orzekanskas, P. (2006). Corporate Image Audit.  Vadyba/ Management.  Vol.  1.
13.Smith, Craig, (2001). "Same Old Attitude Is No Way to Find Corporate Identity" in Marketing, London, February 2001. Available: ProQuest/ABI Inform global, (February 1).

Files

Share

How to cite

Statistics