...Sanjay Krishnapratap Pawar Purpose University brand management has changed significantly in the X and Facebook era. A better understanding of this change is critical to the university’s brand performance. To this end, this study aims to offer a comprehensive review of the literature on the use...

...Siwei Liu; Majid Ghasemy Purpose This paper explores the development of university brand research through a bibliometric analysis of 546 Scopus-indexed publications published between 2003 and 2024 and outlines a future research agenda. Design/methodology/approach The study employed performance...