Leveraging university branding attraction value: By applying Integral Humanism approach

2021 ◽  
Author(s):  
Kamlesh Kumar Maurya ◽  
Avinash D. Pathardikar ◽  
Manju Maurya
Keyword(s):  
University Branding

UNIVERSITY BRANDING: USING SOCIAL MEDIA TOOLS IN HIGHER EDUCATION MARKETING

2021 ◽  
Author(s):  
Brandusa Amalancei ◽  
Cristina Cîrtiță-Buzoianu ◽  
Gabriel Mares
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Higher Education Marketing ◽  
University Branding ◽  
Education Marketing ◽  
Social Media Tools

How sociable is your university brand? An empirical investigation of university social augmenters’ brand equity

2018 ◽  
Vol 32 (5) ◽  
pp. 912-930 ◽  
Author(s):  
Ahmed Eldegwy ◽  
Tamer H. Elsharnouby ◽  
Wael Kortam
Keyword(s):  
Undergraduate Students ◽  
Brand Equity ◽  
Structural Equation ◽  
Equation Modeling ◽  
University Administrators ◽  
Student Interactions ◽  
Content Type ◽  
Empirical Survey ◽  
University Branding ◽  
Managerial Implications

PurposeThe purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters’ brand equity.Design/methodology/approachDrawing on an empirical survey of 401 undergraduate students enrolled in private universities in Egypt, this study model was tested using structural equation modeling.FindingsThe findings reveal that university social augmenters’ reputation, coach-to-student interactions, and student-to-student interactions influence students’ satisfaction with social augmenters. The results also suggest that students satisfied with university social augmenters are more likely to exhibit outcomes of brand equity – namely, brand identification, willingness to recommend, and willingness to incur an additional premium cost.Practical implicationsThe results offer managerial implications for university administrators in their quest to enrich students’ university experiences and build strong sub-brands within the university setting. University social augmenters are found to have strong brand equity manifestations and may hold the potential to differentiate university brands in an industry dominated by experience and credence.Originality/valueThis research contributes to the extant literature by filling two gaps in university branding literature. First, previous research has never unified separate streams of literature related to augmented services and brand equity. Second, limited conceptual and empirical research on university branding in general and university social augmentation in particular has been conducted in emerging markets, which has resulted in conceptual ambiguity for the key factors constructing students’ university social experiences.

scholarly journals A Framework for Brand Rejuvenation: Private Universities in Malaysia

2019 ◽  
Vol 4 (1) ◽  
pp. 33-40
Author(s):  
Khan Nasreen ◽  
Tan Booi Chen ◽  
Khan Shereen ◽  
Sarwar Abdullah
Keyword(s):  
Corporate Culture ◽  
Brand Image ◽  
Private Universities ◽  
Critical Issue ◽  
Jel Classification ◽  
Private Institutions ◽  
Brand Knowledge ◽  
Consumption Experience ◽  
University Branding ◽  
Culture Consumption

Objective - University branding becomes critical issue due to increasing number of private universities in Malaysia. Although education efforts in Malaysia has been continuously progress, institutions have difficulties to maintain as a powerful brand in competitive industry. Methodology/Technique - Bringing back a brand that consumers already familiar can save a lot of money. While some of institutions are able to maintain its brand image, some are still struggling even to meet the break even and unable to reposition the brand. While there are past studies and experiences on brand knowledge structures in hand, it is still confusing stage for how one could rebuild the brand image to achieve the intended positioning. Findings - The academic literature is particularly sparse in addressing this, and it is a confusing issue for the practitioners. The research discovers the theoretical foundations that relate to rebranding concepts and most critical factors that contribute to rebuilding the brand image of private institutions in Malaysia. Novelty - The current study seeks to shed light on the challenges of undertaking a rebranding exercise and introduce a framework that caters to the needs of brand managers at higher education institutions in Malaysia. Type of Paper: Review. Keywords: Brand Rejuvenation; Corporate Culture; Consumption Experience; Social Media; IMC. JEL Classification: A10, A30, A39.

The University Branding Game

2015 ◽  
Vol 45 (2) ◽  
pp. 164-179 ◽  
Author(s):  
Hanna-Mari Aula ◽  
Janne Tienari ◽  
Arild Wæraas
Keyword(s):  
University Branding ◽  
The University

University branding

2011 ◽  
Vol 15 (4) ◽  
pp. 113-116 ◽  
Author(s):  
Paul Temple
Keyword(s):  
University Branding

University Branding: A Conceptualizing Model

2016 ◽  
Vol 6 (4) ◽  
Author(s):  
Vajiheh Javani
Keyword(s):  
University Branding

Swayed by the logo and name: does university branding work?

2014 ◽  
Vol 24 (1) ◽  
pp. 41-58 ◽  
Author(s):  
Muhammad Zaffwan Idris ◽  
T. W. Allan Whitfield
Keyword(s):  
University Branding

University branding: Understanding students’ choice of an educational institution

2012 ◽  
Vol 20 (1) ◽  
pp. 1-12 ◽  
Author(s):  
Mathew Joseph ◽  
Eileen Wall Mullen ◽  
Deborah Spake
Keyword(s):  
Educational Institution ◽  
University Branding
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