Brand harmonization in the international higher education market

Hemsley‐Brown, Jane; Goonawardana, Shivonne

doi:10.1016/j.jbusres.2007.01.019

Cited by 218 publications

(163 citation statements)

References 32 publications

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“…Opponents of higher education (HE) marketing state that the business world morally contradicts the values of education (Hemsley-Brown & Goonawardana, 2007). Nonetheless, universities hold powerful and valuable positions in both society and the economy and few would argue that many universities have long-standing reputations.…”

Section: Social Media and Higher Education Institution (Hei) Brandingmentioning

confidence: 99%

“…Within the higher education sector, studies examine the brand architecture of universities (Hemsley-Brown & Goonawardana, 2007) as well as the rebranding of universities to better position themselves in the marketplace (Brown & Geddes, 2006). The recent attempt to rebrand Kings College, London demonstrates the controversy and opposition that still surrounds these types of activities (Dearden, 2014).…”

Section: Heis As Corporate Brandsmentioning

confidence: 99%

“…The recent attempt to rebrand Kings College, London demonstrates the controversy and opposition that still surrounds these types of activities (Dearden, 2014). Research details the similarities between HE and the operations of commercial business (Bunzel, 2007;Hemsley-Brown & Goonawardana, 2007;Melewar & Akel, 2005). As with commercial brand management, the development of a distinctive brand helps to create a sustainable competitive advantage in the HE sector (Aaker, 2004;Hemsley-Brown & Goonawardana, 2007).…”

Section: Heis As Corporate Brandsmentioning

confidence: 99%

“…Research details the similarities between HE and the operations of commercial business (Bunzel, 2007;Hemsley-Brown & Goonawardana, 2007;Melewar & Akel, 2005). As with commercial brand management, the development of a distinctive brand helps to create a sustainable competitive advantage in the HE sector (Aaker, 2004;Hemsley-Brown & Goonawardana, 2007). Lowrie (2007) remarks that the service orientation of higher education, particularly the intangibility and inseparability of education, make branding even more important than for organizations that make physical products.…”

Section: Heis As Corporate Brandsmentioning

confidence: 99%

See 3 more Smart Citations

Social media interaction, the university brand and recruitment performance

Rutter

Roper

Lettice

2016

Journal of Business Research

198

124

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Section: Social Media and Higher Education Institution (Hei) Brandingmentioning

confidence: 99%

Section: Heis As Corporate Brandsmentioning

confidence: 99%

Section: Heis As Corporate Brandsmentioning

confidence: 99%

Section: Heis As Corporate Brandsmentioning

confidence: 99%

See 2 more Smart Citations

Social media interaction, the university brand and recruitment performance

Rutter

Roper

Lettice

2016

Journal of Business Research

198

124

View full text Add to dashboard Cite

show abstract

“…Much of the recent literature has emphasized the role of marketing and branding within HE institutions that enables them to adapt to the global competitive environment (Hemsley-Brown & Oplatka, 2006;Lowrie, 2007;Waeraas & Solbakk, 2008;Whisman, 2009;). Research has focused on market orientation in export markets (Assad, Melewar, Cohen, & Balmer, 2013), branding and performance (Chapleo, 2010;Robertson & Khatibi, 2013), corporate branding (Balmer, Liao, & Wang, 2010) and brand image (Hemsley-Brown & Goonawardana, 2007;Sung & Yang, 2008).…”

Section: Introductionmentioning

confidence: 99%

Internal brand co-creation: The experiential brand meaning cycle in higher education

Dean

Arroyo-Gamez

Punjaisri

et al. 2016

Journal of Business Research

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Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meaning. This research explores how employees co-create brand meaning through their brand experiences and social interactions with management, colleagues and customers. Using a phenomenological approach, the findings highlight that brand meaning commences from historical, superficial brand interactions. Employees then develop brand meaning further through a series of brand interactions and social interactions. Bridging the internal branding and the co-creation literature, this study conceptualizes the evolving, co-created nature of employees' brand meaning in the experiential brand meaning cycle. This study extends Iglesias and Bonet's (2012) work and illustrates the function of employees as readers and authors of brand meaning, emphasizing the crucial role of brand co-creation in guiding employees' brand promise delivery.

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Motivation for alumni donations: a social identity perspective on the role of branding in higher education

Stephenson

Bell

2014

J of Philanthropy and Mktg

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• As a result of decreasing government funds and increasing competition, institutions of higher education have propelled themselves into business practices such as branding. Despite the growing literature on branding in higher education, there is little research on the relationship between alumni donor motivations and the university brand. This study explores donor motivations from social identity and self-congruity theoretical perspectives. The authors used zero-inflated negative binomial regression to assess the relationship between identification and count of donations. The results showed that if the level of identification with the university increased, the expected number of donations would also increase. The study further assessing the "zeros" (non-donors), the results suggested that if an alumnus were to identify with the university, he would be 43% less likely to be "certain zero" (definitive nondonor) and would find a way to give money. Additionally, the authors analyzed responses about why alumni donate and why they choose not to donate. The authors offered observations on the basis of respondent commentary and also raised the question of what happens when university branding efforts conflict with the perceptions of a large stakeholder group such as alumni.

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Brand harmonization in the international higher education market

Cited by 218 publications

References 32 publications

Social media interaction, the university brand and recruitment performance

Social media interaction, the university brand and recruitment performance

Internal brand co-creation: The experiential brand meaning cycle in higher education

Motivation for alumni donations: a social identity perspective on the role of branding in higher education

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