{"id":"https://openalex.org/W1676824181","doi":null,"title":"The Impact of Advertising on Building Brand Equity: A Case of Zimbabwean Universities","display_name":"The Impact of Advertising on Building Brand Equity: A Case of Zimbabwean Universities","publication_year":2013,"publication_date":"2013-01-01","ids":{"openalex":"https://openalex.org/W1676824181","mag":"1676824181"},"language":"en","primary_location":{"id":"pmh:oai:CiteSeerX.psu:10.1.1.827.2765","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.827.2765","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.iiste.org/Journals/index.php/EJBM/article/download/5400/5502/","raw_type":"text"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5053101054","display_name":"Munyaradzi Mutsikiwa","orcid":"https://orcid.org/0000-0002-9167-3619","observed_orcids":["https://orcid.org/0000-0002-9167-3619"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Munyaradzi Mutsikiwa","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0002-9167-3619","affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5035028549","display_name":"Kossam Dhliwayo","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Kossam Dhliwayo","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5038830355","display_name":"Clay Hutama Basera","orcid":"https://orcid.org/0000-0002-4475-4563","observed_orcids":["https://orcid.org/0000-0002-4475-4563"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Clay Hutama Basera","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.9355,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.91957588,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":97},"biblio":{"volume":"5","issue":"9","first_page":"197","last_page":"210"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.951200008392334,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.951200008392334,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0284000001847744,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12738","display_name":"Corporate Identity and Reputation","score":0.017100000753998756,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising","display_name":"advertising","score":0.9150000214576721},{"id":"https://openalex.org/keywords/brand-equity","display_name":"brand equity","score":1.0},{"id":"https://openalex.org/keywords/universities","display_name":"universities","score":0.8880000114440918},{"id":"https://openalex.org/keywords/print-advertising","display_name":"print advertising","score":0.7850000262260437},{"id":"https://openalex.org/keywords/outdoor-advertising","display_name":"outdoor advertising","score":1.0},{"id":"https://openalex.org/keywords/broadcast-advertising","display_name":"broadcast advertising","score":0.9990000128746033},{"id":"https://openalex.org/keywords/nonprofit-organizations","display_name":"nonprofit organizations","score":0.8379999995231628},{"id":"https://openalex.org/keywords/higher-education-marketing","display_name":"higher education marketing","score":0.8429999947547913},{"id":"https://openalex.org/keywords/zimbabwean-universities","display_name":"Zimbabwean universities","score":0.8230000138282776}],"concepts":[{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.7919769287109375},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.74642014503479},{"id":"https://openalex.org/C2778023277","wikidata":"https://www.wikidata.org/wiki/Q321703","display_name":"Premise","level":2,"score":0.7016932964324951},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6302147507667542},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6106321215629578},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.4983675479888916},{"id":"https://openalex.org/C181622380","wikidata":"https://www.wikidata.org/wiki/Q26911","display_name":"Profit (economics)","level":2,"score":0.4948534369468689},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.4937802255153656},{"id":"https://openalex.org/C12718992","wikidata":"https://www.wikidata.org/wiki/Q4686766","display_name":"Advertising research","level":2,"score":0.43728628754615784},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.1853013038635254},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C175444787","wikidata":"https://www.wikidata.org/wiki/Q39072","display_name":"Microeconomics","level":1,"score":0.0},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:CiteSeerX.psu:10.1.1.827.2765","doi":null,"is_oa":false,"landing_page_url":"http://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.827.2765","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"http://www.iiste.org/Journals/index.php/EJBM/article/download/5400/5502/","raw_type":"text"},{"id":"mag:1676824181","doi":null,"is_oa":false,"landing_page_url":"https://www.iiste.org/Journals/index.php/EJBM/article/view/5400","pdf_url":null,"source":{"id":"https://openalex.org/S2764648571","display_name":"European Journal of Business and Management","issn_l":"2222-1905","issn":["2222-1905","2222-2839"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310320723","host_organization_name":"IISTE","host_organization_lineage":["https://openalex.org/P4310320723"],"host_organization_lineage_names":["IISTE"],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"European Journal of Business and Management","raw_type":null}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":7,"referenced_works":["https://openalex.org/W611738534","https://openalex.org/W1542914571","https://openalex.org/W1965574139","https://openalex.org/W2003359494","https://openalex.org/W2046752514","https://openalex.org/W2057023890","https://openalex.org/W2971034621"],"related_works":["https://openalex.org/W2991409821","https://openalex.org/W1999808311","https://openalex.org/W2181665305","https://openalex.org/W2967279752","https://openalex.org/W2176136938","https://openalex.org/W7217335027","https://openalex.org/W7009290512","https://openalex.org/W2254804265","https://openalex.org/W2213076082","https://openalex.org/W7203720594"],"abstract_inverted_index":{"Over":[0],"the":[1,11,30,51,91,132,143,146,161,166,184],"years":[2],"studies":[3],"have":[4,171],"been":[5,57,173],"done":[6,58],"that":[7,53,168,187],"sought":[8],"to":[9,89,112,141,179,196,204,211,224],"establish":[10,142],"effect":[12],"of":[13,21,32,103,160,165,229],"advertising":[14,33,95,176,207,214],"on":[15,29,38,50,59],"building":[16,39,64],"brand":[17,40,65,98,181,244],"equity":[18,41,66,182],"for":[19,42,67,191],"producers":[20],"physical":[22],"products.":[23],"This":[24],"study":[25],"in":[26,44,63,71,177,209],"particular":[27],"focuses":[28],"impact":[31],"(print,":[34],"outdoor":[35,240],"and":[36,97,107,128,183,201],"broadcast)":[37],"universities":[43,170],"Zimbabwe.":[45],"The":[46,157],"research":[47,55,80,162],"was":[48,81,110,123,139,151],"based":[49],"premise":[52],"little":[54],"has":[56],"establishing":[60],"advertising\u2019s":[61],"role":[62],"non\u2013profit":[68],"making":[69,222],"organisations":[70],"a":[72,85,116,198,231],"highly":[73],"competitive":[74],"marketing":[75],"environment.":[76],"A":[77,100,119,135],"quantitative":[78],"survey":[79,87],"employed":[82],"which":[83,217],"adopted":[84,124],"descriptive":[86],"design":[88],"explore":[90],"relationship":[92],"between":[93,145],"selected":[94,133],"variables":[96,208],"equity.":[99,245],"sample":[101],"size":[102],"150":[104],"(90":[105],"males":[106,127],"60":[108],"females)":[109,130],"used":[111,140],"gather":[113],"data":[114],"using":[115,153],"structured":[117],"questionnaire.":[118],"quota":[120],"sampling":[121],"technique":[122],"proportionately":[125],"(11":[126],"4":[129],"from":[131],"institutions.":[134],"multiple":[136],"regression":[137],"model":[138],"correlation":[144],"two":[147],"variables.":[148],"Data":[149],"analysis":[150],"executed":[152],"SPSS":[154],"version":[155],"14.0.":[156],"overall":[158],"findings":[159],"were":[163],"reflective":[164],"fact":[167],"Zimbabwean":[169],"not":[172],"proactively":[174],"employing":[175],"order":[178,210],"build":[180],"implications":[185],"are":[186],"there":[188],"is":[189],"need":[190],"those":[192],"running":[193],"these":[194],"institutions":[195],"take":[197],"more":[199],"positive":[200],"proactive":[202],"stance":[203],"effectively":[205],"blend":[206],"develop":[212,225],"hybrid":[213],"mix":[215],"strategies":[216],"can":[218],"help":[219],"their":[220],"not-for-profit":[221],"organizations":[223],"reputable":[226],"brands":[227],"capable":[228],"attracting":[230],"potential":[232],"large":[233],"market.":[234],"Key":[235],"words:":[236],"advertising,":[237,239,241,243],"print":[238],"broadcast":[242],"1.":[246]},"counts_by_year":[{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2015,"cited_by_count":3},{"year":2013,"cited_by_count":1}],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2016-06-24T00:00:00"}