... of the instructor experiential values on the course experiences and, in turn, on the students’ attitudes and behavioral intentions are found. Research limitations/implications This study contributes to higher education literature by leveraging the theories of meanings transfer, experiential value and brand...

...K.B. Saji; Kalpana Chauhan; Anandan Pillai 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 community on social media web sites to initiate and enhance customer engagement...

...Tamilla Curtis; Russell Abratt; William Minor Purpose There is evidence in the literature that organizations struggle to formulate and implement their corporate branding strategies. This paper aims to provide an overview of the corporate brand building process in higher education. Design...