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A comparison study on portuguese business schools youtube videos and their personalities
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Resumo(s)
Business schools need to promote their brand personality in order to retain talent.
This research intends to study and analyze the top 5 Portuguese Business schools
Promotional YouTube Videos using a university brand personality scale (UBPS) lens to
find the main themes and messages and which brand personality dimensions are perceived
by the students. This study carries mixed methods research: content analysis and
correspondence analysis. Twenty-one themes were found in the videos which were
attached to the UBPS. Students perceive personality trait of appeal was common for all
the b-schools, Nova SBE is closer linked to Cosmopolitan dimension; Catholic-Lisbon
with the Sincerity trait; Porto Business School with Lively dimension; ISCTE displayed
a dual personality and ISEG an uncertain brand personality. Afterwards, students were
also asked which business school they consider applying for, NOVA SBE being a major
choice and ISCTE the least. This study adds new insights into the Higher Education
marketing field, namely YouTube as a valuable communication channel and the recent
brand personality scale developed by Rauschnabel et al. (2016).
Descrição
Palavras-chave
Marketing Advertising Brand management Higher education Business schools Brand personalities University brand ponality scale (Ubps) Video promotion