대학 마케팅 커뮤니케이션 활동이 브랜드 이미지에 미치는 영향에 관한 연구 : 전문대학교를 중심으로

Abstract

Marketing communication activities of the college are a kind of communication which not only provides those who are concerned with information on it, but also plays a part in forming its image in the course in which they process the information. For the consumers' recognition of and attitude toward the college influence greatly on its brand image and brand loyalty directly or indirectly. In today's extremely competitive market, in particular, the strategic role and importance of marketing communication draws attention, for it helps the college survive competition by forming its brand image and consolidating its brand loyalty. In this study, the scope of marketing communication activities, affecting the brand image, is limited to the major areas of research on college marketing communication, such as advertisement, brand positioning, creative advertising strategy, brand slogan, marketing PR (Public Relations) activities. As the analytical method, content analysis and empirical analysis are employed. To summarize the results of empirical analysis, the regression analysis of the effects of marketing communication activities on the brand image of the college shows that the activities have partially differentiated influences on the college's brand image. In other research areas, the brand image has turned out to be affected distinctively by such factors as 'educational environments,' 'reputation, fame, history, and tradition,' and 'employment rate'(brand positioning), 'creative concept' and 'advertisement slogan'(creative advertising strategy), 'employment rate' and 'specialization'(brand slogan), 'social contribution' (marketing PR strategy), and the 'college-infrastructure-utilizing' type and the 'utilization of second-hand means' type (marketing PR tactics). The regression analysis of the relationship between the brand image and loyalty shows that the former has partially differentiated influence on the latter. The 'reputation of the college' has turned out to be not meaningful to brand loyalty, while 'preference for the college' affects brand loyalty. It is indicated, then, that the positive brand image of the college results in preference for it by students looking for college admission and their loyalty to it after admission.