Honors Theses and Capstones

Date of Award

Spring 2022

Project Type

Senior Honors Thesis

College or School

PAUL

Department

Business Administration

Program or Major

Marketing

Degree Name

Bachelor of Arts

First Advisor

Diane Devine

Abstract

The idea of a company’s brand image is a marketing subject that many companies need to consider. How consumers see or feel about a company is extremely important especially for higher education. Business schools are very competitive and in order to succeed, they need to understand how their students, alumni, faculty, and staff feel about their school. The results of the brand image survey are compared to those from a recent study completed in 2016. There are a few changes made to this survey, including adding alumni, faculty, and staff to the respondent pool. In doing so, this research will examine how all stakeholders view Paul College. Questions in this research survey probe a variety of factors regarding Paul College and its opportunities. Students and alumni are asked specifically about their decision to attend UNH. All respondents are then asked to answer how they feel about specific aspects of Paul College including the opportunities, facilities, and people within Paul College. Questions also ask respondents to rate their level of pride and likelihood of recommendation for the school. The results from this research show that there is a still strong brand loyalty towards Paul College. However, while many things have proven to stay the same over the years, there are several themes and ideas that have changed or evolved. Respondents show that there are themes which are now more important or have improved since 2016. However, on the contrary, there are also several topics in which the results decreased showing a less positive trend in specific areas. Additionally, examination of how the past 2.5 years of the pandemic are considered and its influence on these key drivers for Paul College.

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