The University Of Southern Queensland

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INTRODUCTION
Co-creating value between service provider and customer is a key factor to consider when assessing a branded service. For the University of Southern Queensland to position its branded service of an online tertiary education, it is necessary to understand what factors influence the target audience. These factors are the brand-image and the target audience’s perception, brand congruency, the application of the types of brand attitudes, social influences and their associations to the brand and the rituals and artefacts related to a tertiary education service. Based on these factors, the University of Southern Queensland will have recommendations to achieve optimal co-creation of value for its target audience.

BRAND-IMAGE
The creation …show more content…

Attitudes formed by cognitive beliefs involve consumers utilising perceptions of the advantages and disadvantages of the product and whether it is desirable (Jansson-Boyd 2010, pp. 82-83). Affect formed attitudes are an expression of consumer’s values (Maio & Olson; Schwartz; Snyder & DeBono, cited in Jansson-Boyd 2010, p. 83), deriving from feelings and/or emotions (Breckler & Wiggins, cited in Jansson-Boyd 2010, p. 83) towards a product. Behavioural attitudes derive from consumer’s awareness of his or her actions regarding a brand (Jansson-Boyd 2010, p. 83). The target audience’s cognitive belief towards the University of Southern Queensland is that it provides an online tertiary education, the emotion and feeling affect is a likeability towards the brand and the behavioural intention is the continued use of the service. The target audience also has a positive brand attitude towards the University of Southern Queensland’s brand. However, a positive attitude towards a brand is not enough to drive purchase, therefore it is important to foster both a positive brand attitude and a strong attitude towards the brand to achieve continued patronage (eds MacInnis, Whan Park & Priester 2009, p. 286). A strong brand attitude is beneficial as it lasts longer and prevents brand change (Fabrigar, MacDonald & Wegener; Petty, Haugtvedt & Smith, cited in eds MacInnis, …show more content…

207). Markauskaite and Goodyear (2016, p. 219) document that students identified three main artefacts associated with a university's service: accountability, pedagogical and professional. Accountability artefacts are the tests and records of students’ learning, pedagogical artefacts are students’ assessment demonstrating learning and professional artefacts are problem-solving, organisational and performance experiences (Markauskaite & Goodyear 2016, p. 219). Each artefact provides value to the service for the customer and meaning to the ritual of going to university for the target

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