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Direct linkFlorent Girardin; Inès Blal; Renaud Lunardo – Journal of Marketing for Higher Education, 2024
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…
Descriptors: Higher Education, Marketing, College Choice, Reputation
