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Brand Performance Survey in Universities of Uganda: Does Uganda Martyrs University Measure Up?

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dc.contributor.author Akabwai, Geoffrey Steven
dc.date.accessioned 2022-01-11T18:29:18Z
dc.date.available 2022-01-11T18:29:18Z
dc.date.issued 2014-10
dc.identifier.issn 1564-068X
dc.identifier.uri https://pub.nkumbauniversity.ac.ug/xmlui/handle/123456789/535
dc.description.abstract The growing competition among institutions of higher learning has raised the need to be concerned about brand performance. Uganda Martyrs University (UMU) commits a lot of money towards marketing the University yet there has been concern that the current marketing strategies are not adequate enough to offer them the necessary publicity and awareness that it deserves. This survey was undertaken to understand how the UMU brand is performing within the framework of customer values and against competing brands. The survey adopted the 5As brand measurement system to examine brand performance metrics explained as brand awareness (recognition), acquaintance and association (Reputation), and allegiance and appraisal (Preference). Using a selection of 15 universities, 16 districts in Uganda, and a sample of 320 respondents the cross-sectional survey design explored and examined UMU‘s brand performance on the metrics of recognition, reputation, and preference. The findings revealed that UMU is regarded number one as a faith-based institution and recognized for high moral standards in Uganda. It is also among the top five Ugandan universities with outstanding academic reputations. We recommend that UMU‘s Courses, marketing, publicity, and networking be adapted to the strength of faith recognition, moral standards and academic reputation. en_US
dc.language.iso en en_US
dc.publisher Nkumba Business Journal en_US
dc.relation.ispartofseries Volume 13;
dc.subject Brand en_US
dc.subject Performance en_US
dc.subject Survey en_US
dc.subject University en_US
dc.title Brand Performance Survey in Universities of Uganda: Does Uganda Martyrs University Measure Up? en_US
dc.type Article en_US


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