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Direct linkYing Qi Wu; Cecilia Yin Mei Cheong – Journal of Marketing for Higher Education, 2024
This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities' logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to…
Descriptors: Marketing, Foreign Countries, Universities, Semiotics
