The increased interest of public organizations in using corporate branding principles creates
a need to understand how to implement such principles effectively. Although previous …

While the university prospectus is recognized as an important marketing communication tool
for higher education recruitment strategies, it has become overlooked as many researchers …

Purpose This study aims to use a holistic approach to empirically examine the direct and
indirect relationships of both core and supporting consumer-based brand equity (CBBE) …

Education is considered a fundamental element in society's development, and higher
education institutions (HEIs) must direct a part of their activity towards supporting countries' …

This study evaluates the influence of ranking reports on university brands' credibility and
perceived differentiation. Signaling theory is applied to link ranking with credibility and …

Today, the higher education sector can be considered a market and, within it, private
university education is a common marketable service in the literature on higher education …

This exploratory paper considers the current state of UK HE branding, in particular,
conceptualisations and approaches. It is driven by calls in the literature for clearer …

Purpose The education services sector faces ever-changing global market dynamics with
creative disruptions. Building knowledge brands can push the higher education sector …

There is a growing need to evaluate the factors that enable universities to attract and retain
students. University brand managers require a better understanding of how students …

Currently, the higher education sector can be considered a marketplace, within which
university education is considered a marketable service in the literature on higher education …