University brand image perceptions of on-campus and online students

Abstract

© The Turkish Online Journal of Educational Technology.The main objective of this study is to compare online and on-campus students’ brand image perceptions about their university. To reach this aim, a brand personality scale that is specific for the university context was developed. The construction of the scale was carried out through a series of steps: item generation, preliminary scale purification, and scale purification stage. In the final stage of purification stage, personality traits were grouped under four factors that are Challenger, Tolerant, Charismatic and Intellectualist. There is no statistically significance difference between the perceptions of on-campus and online students with regard to Tolerant, Charismatic, and Intellectualist brand personality traits of their university. However, there is statistically significance difference between on-campus and online students’ perceptions with regard to Challenger personality trait.