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Direct linkMampaey, Jelle; Schtemberg, Vanja; Schijns, Jos; Huisman, Jeroen; Waeraas, Arild – Higher Education Research and Development, 2020
Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand.…
Descriptors: Case Studies, Higher Education, Marketing, Institutional Characteristics
