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THE IMPACT OF SOCIAL EXPECTATIONS OF STUDENTS WITH REGARD TO THE UNIVERSITY BRAND ON DEVELOPMENT OF ACADEMIC MOTIVATION

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PDF: Author(s): Bakasova O. A.,
Number of journal: 1(34) Date: February 2016
Annotation:

The purpose of this study was to propose a theoretical foundation of the correlation between social expectations with regard to the brand of the university and academic motivation of students. The system of social expectations is specified by the peculiarities of the university brand and includes three levels: applicants / students’ expectations relative to the university, university’s expectations relative to the student, and the expectations of professional community relative to the students / graduates. The features of the university brand were classified according to splitting motivation into the internal and external ones, and are correlated with the levels of motivation of each group. The impact of the university brand on the academic motivation was also discussed in terms of the theories of brand motivation, self-esteem motivation, and motivation of self-actualization.

Keywords:

academic motivation, social expectations, motivational expectations, theories of motivation, university brand, motivation with brand, internal motivation, external motivation, students’ motivation, university, educational brand.

For citation:

Bakasova O. A. The impact of social expectations of students with regard to the university brand on development of academic motivation // Business. Education. Law. Bulletin of Volgograd Business Institute. 2016. No. 1 (34). P. 264–268.