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Direct linkYu, Qionglei; Asaad, Yousra; Yen, Dorothy A.; Gupta, Suraksha – Studies in Higher Education, 2018
This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…
Descriptors: Higher Education, Marketing, Student Recruitment, Foreign Countries
Nagy, Gabor; Beracs, Jozsef – Journal of Marketing for Higher Education, 2012
Research into the international competitiveness of the higher education sector has shown that the approaches which management literature has introduced into the business sphere during the last half-century are being more and more frequently applied by successful universities as well. The authors extend the theory of export market orientation to…
Descriptors: Higher Education, Foreign Countries, Competition, Business
