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Web of Proceedings - Francis Academic Press

Theoretical Analysis on Evaluation Indexes of University Brand Equity

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DOI: 10.25236/ecomhs.2019.150

Author(s)

Yishu Liu

Corresponding Author

Yishu Liu

Abstract

In recent years, the concept of brand has been attached great importance by colleges and universities, most of which focus on the discussion of brand assets. The purpose of this paper is to explore the correlation between different evaluation indexes of university brand equity through the standardized analysis of the evaluation indexes of university brand equity proposed in different studies. The documents selected in this paper are all representative research results in the existing research. Through the extraction of these theoretical contents, the different theories put forward in the existing research are analyzed in depth respectively, so as to obtain the corresponding information consistent with the research of my subject and lay a theoretical foundation for further research.

Keywords

Brand, university brand, brand equity, evaluation index