Student Protests and the Brand Image of a South African University of Technology

Abstract

Student protests, often violent, can damage perceptions about universities and harm brand images. This study investigated the effects of student protests on the brand image of a university of technology in South Africa. An e-mailed questionnaire provided a sample of 402 students selected via purposive, quota and convenience sampling at a prominent University of Technology in South Africa. Participation was voluntary, confidential, and anonymous. Data was captured and analysed using descriptive and inferential, univariate and bivariate, statistics. Findings showed that student protests did disrupt learning, affecting operations such as the academic calendar being shortened, delay in graduation and threats to completion of the syllabus. Protests have a negative impact on the University’s brand image, sometimes leading to students deregistering due to the unsafe environment. Suggestions are provided for universities to better cope with student protests and further research is recommended with other universities to ascertain the wider impact of student protest.

Keywords

• branding
• brand perception
• higher education
• campus safety
• student demonstrations