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Direct linkJudson, Kimberly M.; Gorchels, Linda; Aurand, Timothy W. – Journal of Marketing for Higher Education, 2006
Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…
Descriptors: Higher Education, Merchandising, Universities, Reputation
