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…

The purpose of this study is to explore the strategies used by universities to promote their positive images. A university in China known for its success in promoting its image is cited as a typical example of the strategies it employs. The researchers were given permission to review related files of the university offices and relevant university…

Increasingly, higher education institutions (HEIs) are using different signals in attracting students to enroll with them. This study explores the signals sent by HEIs and determines through factor analysis that placements, brand name, and infrastructure act as the attractive signals that influence students' choice of HEI in India. The authors…

Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

This study investigates the influence of university brand image, satisfaction, and alumni's university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our…

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…

Identity and branding in higher education institutions is one of the many attributes of a university that potential students look for when searching for a place to study. This phenomenological qualitative study used interviews of eleven current and past students at the University of the Great Lakes (UGL) to discover what attributes of the…

Purpose: The current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes…

The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

This study explores the mechanisms that underlie the effect of school marketing strategies on parents' perceived school attractiveness, particularly emphasizing the mediating role of parents' perceptions of being welcomed in urban schools. Additionally, we investigated how schools' marketing strategies work differently among parents with different…

Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of higher education expanded over the past few years. While research indicates that brand authenticity…

Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…

This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students…