... and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand. Design...

... the potential to differentiate university brands in an industry dominated by experience and credence. Originality/value This 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...

... fundraising techniques. Originality/value – The study highlighted that university brand identification increases the explanatory power for alumni donor behaviors over those variables typically explored in traditional donor models. © Emerald Group Publishing Limited 2014 Brand identification...

..., universities’ branding attempts may not always result in success. The purpose of this paper, utilizing the concept of brand equity as a foundation of understanding, is to present a framework and scale measurements of university brand equity and its dimensions. Design/methodology/approach – Because...

..., universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities. Design/methodology/approach The key elements of the framework include: student experiences as the driving...