University Brand Asset Construction Based on Big Data and Meta-Analysis

Abstract

Abstract Today’s education ecosystem is changing rapidly, and universities are facing high levels of competition and pressure. How to establish a brand to attract and retain students has become a top priority for colleges and universities. The concept of brand management sprang up in the 1980s. Establishing a brand in a university will be able to occupy a competitive advantage and be conducive to long-term management. Therefore, the concept of brand has gradually been valued and discussed by educational institutions. And the current research on education brand is booming. The purpose of this article is to study the construction of university brand assets based on big data and meta-analysis. This research will extensively collect academic papers on university brand equity over the years, collect relevant data to understand the effectiveness of university brand operations using survey methods, conduct meta-analysis, understand the influence of background variables and university brand equity, and explore the dimensions of university brand asset dimensions The relativity of factors is analyzed by rigorous mathematical analysis to explore the effect of each observation variable. The latter is analyzed by SEM to find a better factor structure of university brand equity. This paper analyzes the correlation between the four factors and finds that the comprehensive test has a significant effect. The six correlation coefficients of the four related variables range from 0.60 to 0.74. Standard judgment is used, which has a practical value of medium or higher.