Education-UK and British private schools more specifically are often framed as a global brand of 'world-class' quality. However, the increased competition within the international education market has meant British private schools cannot rest on their laurels but instead must continue to project their 'world-classness' in a way that does not…

This article contributes to the debate on university organisational actorhood by surveying the drivers of university strategic behaviour and choice. Utilising organisational literature and interviews with senior leaders from three Canadian research-intensive universities, the article elucidates the dynamics underlying universities' behaviours…

This study evaluates the influence of ranking reports on university brands' credibility and perceived differentiation. Signaling theory is applied to link ranking with credibility and perceived differentiation. An experimental approach was used to collect data and to test the hypothesis. Data was collected from 328 participants in the UK regarding…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

The literature of brand management in higher education lacks significant research in two key areas: 1) theoretical models of the evaluation of brand equity and its impacts on supportive behaviors, and 2) a focus on alumni as a critical stakeholder group to higher education institutions. The new model of alumni-perceived higher education brand…

Several non-traditional higher education destination countries have increased their efforts to attract international students. In this research, we examine the perceptions of international students enrolled in Indian universities and explore the aspects to observe for India to become a favoured study-abroad destination. Adopting a sequential…

College graduates earn higher wages than noncollege graduates, but questions remain about the degree to which this wage difference is driven by learning in college or by the signal that the degree sends to employers. Based on a review of the literature, I propose that the value of a marketing degree is much less related to learning marketing than…

Higher education institutions (HEIs) have focused on branding to facilitate meaningful and productive conversations about their brand values with potential students, given the competitive global expansion environment in which HEIs operate. This study empirically explores the association between brand performance and relationship quality of HEM.…

As it becomes more difficult to predict enrollment outcomes and the decline in high school graduates' looms on the horizon, the ability of higher education leaders to understand what characteristics of the university brand are most compelling for prospective students is important to ensure enrollment objectives are met. This mixed-methods…

Purpose: The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the…

This article sheds light on some challenges that internationalisation raises for policymakers regarding public funding of higher education in a welfare state by examining policy logics for introducing tuition fees for international students in Sweden 2011. Using thematic analysis of documents related to the Swedish reform, we identify how an…

This research aims to analyse the strategy implemented by private institution of Islamic education in building brand image. It is very crucial for the educational institution to build the brand image in order to survive within the competitive struggle. Moreover, Chen explains that brand image is considered as a myth of the school by some parents…

The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers' minds. However, their attempts fail because universities do not thoroughly grasp…

Positioning strategy and ranking are critical issues in an increasingly competitive higher education landscape. Unless there is conceptual congruence between positioning strategies and rankings, the signals may become diffused and confusing for prospective students. This paper seeks the congruence between positioning strategies and ranking. Since…