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How branding process activities impact brand equity within Higher Education Institutions

75 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Corporate Identity and Reputation Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This Special Issue on Branding in Higher Education presents a most timely and relevant topic, as exemplified by the large number of submissions from scholars at higher education institutions (HEIs)...

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000Cultivating Service Brand Equity 2006Universities in a competitive global marketplace 2003Bringing the corporation into corporate branding 2004Leveraging the Corporate Brand 2001Image and reputation of higher education institutions in students’ retention decisions 2001Location branding: A study of the branding practices of 12 English cities 2003The criteria for successful services brands

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2021Customer service quality, emotional brand attachment and customer citizenship behaviors: findings from an emerging higher education market 2014Applying brand management to higher education through the use of the Brand Flux Model™– the case of Arcadia University 2016Strategic and bonding effects of enhancing the student feedback process 2020Empirically examining the psychological mechanism of a loved and trusted business school brand 2023The role of brand authenticity for higher education institutions

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