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Direct linkHarris, Michael S.; Barnes, Bradley – Journal of Student Financial Aid, 2011
This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the…
Descriptors: Higher Education, Commercialization, Student Financial Aid, Predictor Variables
