Examinando por Autor "Gordon Isasi, Janire"

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    An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions
    (Routledge, 2022) Gordon Isasi, Janire; Narvaiza Cantín, Lorea; Gibaja Martíns, Juan José
    Integrated marketing communication (IMC) has attracted growing interest from scholars. In recent years, they have emphasised the need to apply IMC to all organisations and assess their business performance. Echoing this line of thought, this exploratory paper analyses the interrelationship between the level of IMC adopted and business performance in higher education institutions (HEIs). The methodology used is linear regressions and CART trees to test the proposed hypotheses. Results show a positive association between the degree to which IMC is adopted and business performance on three levels (institutional, faculty, and master’s). This paper makes several contributions. First, we propose three scales that measure the business performance of HEIs, their faculties, and their master’s degrees. Second, we assess the relationships between IMC and business performance on three distinct levels in higher education (HE) in a non-English speaking European country. Third, we take into account two different perspectives: those of managers and academics. Finally, our discussion highlights that universities should strive to achieve the highest level of IMC because this is positively associated with their performance in terms of sales, branding, and satisfaction.
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    Revisiting Integrated Marketing Communication (IMC): a scale to assess IMC in Higher Education (HE)
    (Routledge, 2021) Gordon Isasi, Janire; Narvaiza Cantín, Lorea; Gibaja Martíns, Juan José
    Integrated marketing communication (IMC) has attracted the interest of marketing and management scholars since it was first introduced. A theoretical debate on definitional and measurement issues has also been growing. Thanks to the benefits that IMC can offer organizations, it is interesting to study it with regards to the higher education (HE) environment since higher education institutions (HEIs) have been focusing on the potential of different and new ways of communication and their integration. The purpose of this paper is twofold: first, to explore the concept of IMC in HE. And second, to present a tool that measures the level of integration of marketing and communication achieved in the HE context in a non-English speaking country, while also considering different perceptions in the same organization. The methodology of this paper is based on a multi-stage research design adopting qualitative and quantitative approaches. The main contributions are a reliable and valid adaptation of a tool that measures the level of IMC in a set of selected HEIs and a proposal of five dimensions that explain IMC in HE context. This will help to build a more robust theoretical body of knowledge regarding not only IMC but also higher education marketing (HEM).
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    Revisiting Integrated Marketing Comunication (IMC): Assessment of IMC and performance in higher education (HE)
    (Universidad de Deusto, 2020-12-10) Gordon Isasi, Janire; Narvaiza Cantín, Lorea; Gibaja Martíns, Juan José; Facultad de Ciencias Económicas y Empresariales; Programa de Doctorado en Competitividad Empresarial y Territorial, Innovación y Sostenibilidad (Interuniversitario)
    Integrated marketing communication (IMC) is a construct that embraces all the different types of communication and marketing of an organization as a whole and in a consistent way. It is currently considered a holistic concept by many authors and in many studies. IMC has attracted the interest of marketing and management scholars since it was first introduced. A theoretical debate on definitional and measurement issues has also been growing. However, thanks to the benefits that IMC can offer organizations, it is interesting to study it with regards to the higher education (HE) environment since higher education institutions (HEIs) have been focusing on the potential of different and new ways of communication and their integration. The purpose of this dissertation is threefold. Firstly, it contributes to the IMC’s theoretical body of knowledge by exploring the concept of integrated marketing communication (IMC) in higher education (HE) and marketization of HE. Certainly, HE sector is a quite undiscovered sector in the IMC landscape. Secondly, the current dissertation provides adapted measurement tools to assess the IMC level and performances in the context of HE, in HEIs from UNIJES association. Indeed, in a non-English speaking country, in another language other than English (Spanish) and considering different perceptions, academics’ and practitioners’ in the same organization. Lastly, it measures if IMC is positively associated with business performance. IMC is measured at the university level and business performance at three levels, at the university as a whole, at the faculty level and at master’s degree level. Results show that IMC and performance are positively associated in the context of HE. Consequently, it is interesting to obtain the highest IMC level as possible in HEIs, as when this is higher, performance levels in HE will increase too.