Can we measure university brand pride? – Steps towards adapting a brand pride measurement scale for higher education
(A2025-130090)

AUTHORS

Anita Kéri, University of Szeged

ABSTRACT

In contemporary society, universities are pivotal in fostering community ties, particularly among young people who often join university communities after completing secondary education. The post-pandemic era has altered these communities, prompting a reevaluation of the university brand's significance and its relationship with the community. This study employs focus group discussions to examine university brand pride manifestation within these communities. Findings indicate that expressions of university brand pride encompass behaviors such as boasting about the university, expressing positive sentiments, purchasing university merchandise, and sharing university-related content on social media. While these factors align with many components of existing brand pride scales, the study suggests an adaptation. By comparing the qualitative results with previous brand pride frameworks, the research outlines preliminary steps toward developing a tailored university brand pride scale.