Higher educational institutions are engaged in the provision of services and thus require
better focus on satisfying the needs and anticipation of their participating consumers …

Higher education institutions are investing increasing resources in order to achieve
favourable perceptions among their stakeholders. However, image and reputation …

Commentators and academics now refer to Higher Education as a market and the language
of the market frames and describes the sector. Considerable competition for students exists …

Purpose–The aim of this study is to attempt to understand the role of content strategy
followed by leading higher education institutes in India which have created brand …

This paper considers corporate brand image, focusing on cognitive and affective brand
attributes in the context of business schools. While previous research on university or …

The current study develops and tests a model taking into consideration constructs including
university reputation, university brand attachment and university brand personality, and …

Abstract Despite South Korea emerging as one of the new players in the international
education market over the last decade, our knowledge of the extent of international students' …

This article presents an exploratory study using survey data collected at two universities in
the United States to compare the criteria that public and private university students use when …

Recent economic pressures have demanded higher education institutions respond with
strong, authentic brand promises. This mixed method multi-case study explored the …

Branding in higher education has become increasingly used as a mechanism of
differentiation among competitors to attract prospective students. Although branding in …