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Converting Students into University Brand Evangelists: An Empirical Evidence from the Higher Education Sector in Tanzania
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David Amani – Journal of Marketing for Higher Education, 2024
Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an…
Descriptors: Foreign Countries, Reputation, Institutional Characteristics, Strategic Planning
Winning the Battle in the Mind: Modelling the Nexus between University Corporate Social Responsibility and University Brand Positioning in the Higher Education Sector
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David Amani – Cogent Education, 2024
The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and…
Descriptors: Social Responsibility, Corporations, Universities, Public Sector