Education is a feminine brand personality: a case study on facebook advertising by non-state higher education institutions

Abstract

The research understands Higher education Institutions and the masculine, and feminine brand personality. Different brand perspectives for Facebook advertisement and development have been set out with unique aspects of creating different advantages. A key issue in this research is the lack of brand personality-based studies in higher education in Sri Lanka. The research methodology does provide desk research with a case study of Facebook ad library-based content publishing by HEIs (Higher Education Institutions) Aaker’s model on brand personality traits is applied: (1) Sincerity, (2) Excitement, (3) Competencies, (4) Sophistication, and (5) Ruggedness. In this research, the role of the results gathered is to provide insights that are enabled by unique findings. With the qualitative research carried out it was clear that the non-state HEIs are promoting a “feminine brand image”. Excitement was a key factor that had not been utilized by then on state HEIs.