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대학브랜드의 가치에 관한 연구 : 학교기업 사례와 기업의 대학브랜드 제휴효과를 중심으로
Many universities are suffering from lack of fund due to the decline in student entrants and hence require external funding support. This is accompanied by the difficulties encountered by companies in conducting brand marketing due to low brand recognition. The objective of this study is to demonstrate the value of university brand in helping to improve the company’s brand value as well as improve external fundraising efforts for the universities. In order to achieve this, the dissertation is segmented into three major sections, with case studies as well as experimental research. The first paper on ‘Case Studies for the Success Factors of School-Based Enterprises (SBE)’ focuses on the success factors for SBEs through the ERIS model. The results have showed that successful SBEs have strong management team with their CEOs having high level of entrepreneurship, differentiated technologies and active participation for government grants and funding programs. In particular, the successful SBEs effectively leverage on the university brand name as part of their marketing efforts. The second paper on ‘The Effects of Reputation and Fit on Brand Alliance between the university and the company’ has showed that a product with brand alliances with the university yields higher brand evaluation, higher purchase intent and higher willingness to pay premium price. The experiment results of the comparative influence level for university reputation and the fit between the product and the university major show that Korean consumers are more affected by the university reputation than fit for brand evaluation, higher purchase intent with no meaningful difference for willingness to pay. The brand reputation of the university as well as the fit between the product and the university major creates brand trust on the brand alliance on consumers’ brand evaluation, purchase intent and willingness to pay. The third paper is on the ‘Comparison between Korea and America on The Effects of Brand Alliance between the University and the Company’. This study is based on the same experiment on the effects of brand alliance between the university and the company for American consumers with different cultures. The results demonstrate that the American consumers also have more trust in university linked brand like Korean consumers. The university’s brand reputation as well as the fit between the product and the university major also creates consumer’s positive product evaluation as well. However, the relative effects of fit are greater than those of brand reputation on the consumer’s brand evaluation and purchase intent with no meaningful difference in willingness to pay. This result differs from the study on Korean consumers which is probably due to the cultural differences with the American being more dualistic. In conclusion, the value of the university brand has been proven through these three studies. This dissertation also demonstrates that brand collaboration with the university is an effective strategy for companies to further improve their industry and product competitiveness. In addition, the universities (both high reputation and low reputation universities) are now able to request for higher royalties from the companies in return for the usage of the university’s brand name. However, the flip side is that wrong brand collaboration will affect the university’s reputation in a negative manner with potential legal mitigation cases. Hence, more research would need to be conducted to further analyze the effects of negative brand collaboration or failed partnership between the university and the company.
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