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Keywords: Branding
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Journal Articles
Transnational degree program franchising and the challenge of commercial franchisees
Available to Purchase
International Journal of Educational Management (2018) 32 (2): 257–268.
Published: 12 March 2018
...Katariina Juusola; Lee Rensimer Purpose The purpose of this paper is to explore the interrelationship of branding practices and legitimacy-building of commercial degree program franchising within transnational higher education (TNHE). It aims to understand how commercial franchisees’ branding...
Journal Articles
University brand equity: an empirical investigation of its dimensions
Available to Purchase
International Journal of Educational Management (2014) 28 (6): 616–634.
Published: 05 August 2014
...Musa Pinar; Paul Trapp; Tulay Girard; Thomas E. Boyt Purpose – In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of unique service characteristics...
Journal Articles
Emotional connections in higher education marketing
Available to Purchase
International Journal of Educational Management (2012) 26 (2): 153–161.
Published: 17 February 2012
...Mark Durkin; Seamas McKenna; Darryl Cummins Purpose Through examination of a case study this paper aims to describe a brand re‐positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can...
Journal Articles
Utilizing the brand ecosystem framework in designing branding strategies for higher education
Available to Purchase
International Journal of Educational Management (2011) 25 (7): 724–739.
Published: 20 September 2011
...Musa Pinar; Paul Trapp; Tulay Girard; Thomas E. Boyt Purpose In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics...
