Leadership Practices Effect on University Brand Image: A Study on ISHIK University
Journal Title: Scholars Journal of Arts, Humanities and Social Sciences - Year 2017, Vol 5, Issue 9
Abstract
The research conducted here is exploratory in nature and having the outcome based on primary data collected through the instrument which is a structured questionnaire. The dependent and independent variables are taken in consideration as University Brand Image (Mystery, Sensuality and Intimacy) and Leadership Practices (University Culture, Policies & Procedures and University Community Relationship) respectively. The mining of literature provides the idea leading to the research problem formulated that “mostly, the university brand image getting considered based on other factors rather than the leadership practices, though leadership practices makes the stake holder be aware and decides about the future of students and employees”. Here the main concern is to measure the effect of leadership practices on university brand image. The study is carried in ISHIK University, as the university is implementing leadership practices very aggressively at all levels in the organization. Research objective drawn to measure the importance of leadership practices in university education, to introspect the university brand image and to find the relationship and effect of leadership practices on university brand image. The simple random sampling of probability sampling adopted to select respondents among students. The sample size of 430 respondents collected based on the sample size selection methods by Cohen. Data analyzed using SPSS 23 for the statistical tests like t- test, correlation and regression. Findings of the analysis become the base for practical implication and recommendation. The research outcome can get used by the ISHIK management to understand the effect of leadership practices on brand image, which can be a source of introspection and development in management practices. Keywords: University, brand image, leadership, introspect, effect.
Authors and Affiliations
Osman Sahin, Dr. Uma Shankar Singh
Keywords
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