The New Public Relations: Integrating Marketing and Public Relations Strategies for Student Recruitment and Institutional Image Building–A Case Study of the University of Texas at San Antonio

George, Amiso M.

doi:10.1300/j054v07n04_03

Cited by 20 publications

(14 citation statements)

References 8 publications

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“…Several factors lead to distinctive uses of branding tools. First of all, it is possible to distinguish the various stages of brand construction: the fashioning of an image in the case of a recent university (George, 2000), the addition of a feature like Corporate Social Responsibility (CSR) (Atakan & Eker, 2007) or the concept of world-class (Deem et al, 2008), or moments of crisis when the university's reputation is called into question because of scandals and it has to be defended or repaired (Fortunato, 2008;George, 2000;Len-Rios, 2010;Varma, 2011). The cultural context is also foregrounded in order to investigate distinct methods of implementing branding.…”

Section: A Typology Of Studiesmentioning

confidence: 99%

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Dumay¹,

Draelants²,

Dahan³

2017

Theory and Method in Higher Education Research

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Organizational identity provides an increasingly large number of researchers with a theoretical lens for examining current transformations of the university. The primary objective of this article is to propose an extensive, systematic overview of the literature published on the subject between 1972 and 2014. The analysis of 120 empirical studies reveals a literature which is rich but dispersed, in theoretical, epistemological and methodological terms alike; thriving since the 2000s, it is mainly US but increasingly globalised. After identifying six main research categories according to the classical distinctions found in the organizational identity literature, we propose a series of avenues for discussion bearing on the status of identity as an indicator of changes at work in the university, their level and depth, the linkage between the concepts of market and institutional field and finally, the epistemological implications of the international nature of this literature.

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Section: A Typology Of Studiesmentioning

confidence: 99%

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Dumay¹,

Draelants²,

Dahan³

2017

Theory and Method in Higher Education Research

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“…Increasing competition for overseas students has stimulated interest in research in the marketing of HE (see Gomes and Murphy's (2003) study of potential HE students' use of the Internet to facilitate information searching and decision making). Theoretical papers focus on gaining competitive advantage (Mazzarol and Soutar, 1999;Czarniawska and Genell, 2002) and institutional and sector image (George, 2000;Oplatka, 2002). However, literature searches reveal very few papers (Gray et al, 2003;Lewis, 2003;Chapleo, 2004 and2005) that concentrate on the branding of universities or applying recent theories of branding to the international HE sector.…”

Section: Review Of the Literature On International Marketing Of Highementioning

confidence: 99%

Brand harmonization in the international higher education market

Hemsley‐Brown

Goonawardana

2007

Journal of Business Research

218

142

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“…Impression management provides a rationale for organizational communication, allowing organizations the ability to use strategic communication techniques to achieve a favorable perception amongst consumers (George, 2000; Spear and Roper, 2013), thus enhancing tangible economic benefits through increased attitude (Smith et al , 2012). Finding an effective medium for impression management purposes is fundamental for organizations to reach consumers to enhance brand image and consumer perceptions.…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Impression management for corporate brands over mobile media

Schniederjans

Atlas

Starkey

2018

JPBM

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Purpose As organizations increasingly engage with consumers over mobile devices, there is a growing need to understand how consumers react to impression management over platforms with limited textual content. The purpose of this paper is to empirically assess how different impression management tactics can be used in mobile media to enhance consumer perception-attitude-intentions toward a corporate brand. Design/methodology/approach We surveyed 670 consumers and estimate structural equation models and repeated-measures ANOVAs to determine how short passages employing alternate impression management tactics influence consumers’ perceptions, attitudes and purchase intentions. Findings Results reveal that each impressions management tactic (i.e. ingratiation, intimidation, organizational promotion, supplication and exemplification) influences consumer perceptions, attitudes and intentions. The authors compare differences in how the impressions management tactics influence each stage of the perception-attitude-intentions model and find evidence that initial differences in perceptions favoring ingratiation and exemplification appeals become magnified for purchase intentions. Research limitations/implications Recent calls for research focus on an understanding of how consumers process information on reduced-content platforms of small-screened mobile devices. These results provide empirical evidence of the use of impression management and the difference between five impression management tactics on enhancing consumer perception-attitude-intentions model. Practical implications The results of this study will provide marketers with insights to optimize communications and corporate brands with consumers over mobile media. Originality/value This paper adds to the nascent yet vital literature on mobile marketing by focusing on how impression management tactics influence perceptions, attitudes and intentions through the short message characteristic of mobile platforms. The authors develop a framework for how corporate brand management can strategically use impressions management tactics in this novel domain.

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The New Public Relations: Integrating Marketing and Public Relations Strategies for Student Recruitment and Institutional Image Building–A Case Study of the University of Texas at San Antonio

Cited by 20 publications

References 8 publications

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Brand harmonization in the international higher education market

Impression management for corporate brands over mobile media

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