Оценка индивидуальности бренда российского вуза: на примере университетов Нижнего Новгорода
Russian universities are eager to strengthen their competitiveness on Russian and foreign markets via promoting and developing universities’ brands. Evaluation of universities’ current brand position is one of the key strategic goals for Russian universities. Th e purpose of this study is to develop the set of 23 brand personality traits for brand evaluation of Russian uni versities. According to design of the study, one hundred and ninety eight students and graduates evaluated three brands of competitive Russian universities from a large Russian city (Nizhny Novgorod) by the set of personality traits. Based on evaluations, three factors of brand personality for surveyed Russian universities: «Trendy», «Expert», «Outgoing» were found. Th e study utilized a limited sample. Future studies should include more universities from other Russian cities for generalization of research fi ndings. Brand personalities of three Russian universities were evaluated and compared through identifi ed factors. Applications of observed traits and factors exist in fi elds of strategic brand management, positioning and promotion of Russian universities.
The article discusses a comprehensive reporting and monitoring framework used to evaluate the performance of state and private higher education institutions. By analyzing diversified indicators including regulatory compliance, organizational and economic indicators, training and research, and other metrics, the authors spotlight key developments taking place in the Russian higher education system as well as areas where reorganization/optimization measures are required.
The problem of brand loyalty is discussed in the article. The relation between concumer's identity and brand personality is considered as a factor of brand loyalty.
Competence in academic writing among university undergraduates has been a key area of research for over the last thirty years. However, the dominant status of English as the lingua franca of the global academic community has led to substantial changes in the academic language landscape of non-Anglophone countries. In particular, local traditions and practices of L1 academic writing within a university context tend to be undersupported while L2 (English) academic writing experience is treated as a top teaching priority. The present study, carried out with the help of the LIDHUM project team, reports results on the current role of academic writing in L1 vs. L2 in Russia. The questionnaire was developed for first- and third-year undergraduates of a leading national research university to pose such questions as: whether academic writing plays an important role in the university; whether L1 writing is supported; which L1 and L2 written genres students use; how much time students spend on classroom-based vs. home-based writing; whether written tasks require critical thinking competence; whether academic writing is supported; and how writing skills are developed. The paper focuses on L1/L2 similarities and differences as well as on first-year undergraduates’ (i.e., entry-level) writing competence vs. third-year students’ perceptions of writing skills. The study likewise reflects on developmental needs, which are also relevant for the European context.
The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a) there is a link between consumer’s identity and his preferred brand’s personality; b) the higher the similarity between the consumer’s identity and preferred brand’s personality is, the higher is the brand commitment. The sample included 150 people, aged of 18-25. Methods: the method of J. Aaker was used to study the brand personality, and its modification was used to study the consumer’s identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer’s identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer’s identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well. Thus, the hypotheses were confirmed: a) it is shown that there is a correlation between consumer identity and brand personality; b) the higher this correlation is, the higher is the commitment to the preferred brand.
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы