Brand Personality Higher Education Using Rasch Model Approach
Arianis Chan (a*), Tetty Herawaty (b), Dadan Suryadipura (c), Asep Miftahuddin (d)
a) Faculty of Social and Political Science (FISIP), Universitas Padjadjaran
Jln. Raya Bandung Sumedang KM 21, Jatinangor 45363 Bandung, Indonesia
*arianis.chan[at]unpad.ac.id
b) Faculty of Social and Political Science (FISIP), Universitas Padjadjaran
Jln. Raya Bandung Sumedang KM 21, Jatinangor 45363 Bandung, Indonesia
tetty[at]unpad.ac.id
c) Faculty of Social and Political Science (FISIP), Universitas Padjadjaran
Jln. Raya Bandung Sumedang KM 21, Jatinangor 45363 Bandung, Indonesia
suryadipura[at]unpad.ac.id
d) Faculty of Social and Political Science (FISIP), Universitas Padjadjaran
Jln. Raya Bandung Sumedang KM 21, Jatinangor 45363 Bandung, Indonesia
asep17012[at]mail.unpad.ac.id
Abstract
The study presented in this paper analyzes Brand Personality Higher Education. Focusing on higher education in Indonesia, namely Universitas Padjadjaran, this study aims to examine the factors that affect the Brand Personality Higher Education. The empirical application is performed on the basis of a sample of 234 respondents of UNPAD students, analyzed by using Rasch Model. The findings show that student response to the Conscientiousness is high, Appeal factor with high response, and Prestige factor get low expectations from UNPAD students.
Keywords: Brand Personality; Higher Education; Rasch Model; University Branding, Conscientiousness
Topic: Entrepreneurship