Hajeer Ahmad és Toptsi Jamil (2024) Enhancing University Branding through Fostering Intercultural Sensitivity. In: Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science. Budapesti Gazdasági Egyetem, Budapest, pp. 93-105. ISBN 978-615-6342-86-7
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Abstract
In the globalized world of higher education, many universities strive to attract international students by showcasing their commitment to intercultural sensitivity and diversity. This research delves into the realm of university branding by investigating how institutions can position themselves as attractive destinations for international students. Specifically, we explore the differences in intercultural sensitivity among Budapest Business university students in Hungary across four distinct bachelor programs: Commerce and Marketing, Communication and Media, International Business Economics, and International Relations. The study was conducted during the spring semester of 2023 among Hungarian students only, i.e., no international students were included in the study. The research examines the influence of gender and the number of years spent at the university on intercultural sensitivity. Our study included 254 participants and employed Chen and Starosta's (2000) 24-items Intercultural Sensitivity Scale, comprising five critical components: respect for cultural differences, interaction engagement, interaction confidence, interaction enjoyment, and attentiveness. Our findings shed light on the varying levels of intercultural sensitivity among students from different academic backgrounds. Notably, the research sheds light on how universities can leverage these differences to bolster their branding efforts. Universities can apply the outcomes of this study to strategically tailor their marketing and recruitment strategies in order to emphasize their ability to cultivate intercultural sensitivity among their sets of students.
Tudományterület / tudományág
társadalomtudományok > szociológiai tudományok
Intézmény
Budapesti Gazdasági Egyetem
| Mű típusa: | Könyv része | |||||||||
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| Kulcsszavak: | Intercultural sensitivity, MANOVA, Branding, Higher education | |||||||||
| Felhasználó: | Eszenyi-Bakos Kinga | |||||||||
| DOI azonosító: | https://doi.org/10.29180/978-615-6342-86-7_7 | |||||||||
| Rekord készítés dátuma: | 2024. Szep. 05. 09:33 | |||||||||
| Utolsó módosítás: | 2024. Szep. 05. 09:33 | |||||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2289 |
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