Student preferences for slogans of higher-education institutions

Abstract

Purpose The slogans adopted by higher-education institutions usually target all college stakeholders without differentiation, even though these stakeholders may have quite different connections to the organization. The purpose of this paper is to understand whether there is a relationship between students’ cultural backgrounds and their preferences for slogans of higher-education institutions. Design/methodology/approach The study utilized a survey for data collection. In total, 295 participants answered questions about preferences for slogans appealing to purchase or product involvement, and individualistic or collectivist values. Findings The results suggest that participants from both collectivist and individualistic societies prefer slogans that appeal to the values pertinent to their respective cultures. Representatives of both groups preferred slogans referring to the benefits of education over slogans describing features of particular institutions. Practical implications Slogans with messages appealing to people from collectivist and individualistic messages cultures should be included in promotional materials and distributed among corresponding audiences. Slogans for prospective students should refer to the advantages of studying in a particular institution, while current students should be targeted with slogans that encourage dedicated studying in general. Originality/value The findings contribute to the understanding of factors increasing effectiveness of higher-education slogans. It is also one of the first studies of how students from India (Punjab and Kerala states) and the Philippines process promotional materials from western educational institutions.