Higher Education Institutions (HEIs) are increasingly aware of the importance of brand equity for brand strategy. Earlier research has disregarded the eWOM of HEIs, so this study furthers our understanding of the importance of eWOM on the creation and leverage of HEIs' brand equity. A qualitative approach was adopted, with semi-structured…

This study evaluates the influence of ranking reports on university brands' credibility and perceived differentiation. Signaling theory is applied to link ranking with credibility and perceived differentiation. An experimental approach was used to collect data and to test the hypothesis. Data was collected from 328 participants in the UK regarding…

What is your school library's brand? This book will help school librarians improve their practice and strengthen their influence within their learning communities, increasing positive perceptions of school libraries through developing a brand in alignment with the AASL Standards. Branding isn't just for companies and celebrities. Your school…

The literature of brand management in higher education lacks significant research in two key areas: 1) theoretical models of the evaluation of brand equity and its impacts on supportive behaviors, and 2) a focus on alumni as a critical stakeholder group to higher education institutions. The new model of alumni-perceived higher education brand…

Reviews of editorial practices and academic studies have shown that journalists often rely on organization websites--and online newsrooms in particular--to inform news stories. Yet, at a time when many academics are called upon as experts by the media, university newsrooms have been ignored. To fill this gap, this study assesses newsrooms of…

A significant problem arising in discursive green marketing practices is the growth of greenwashing; companies providing irrelevant, exaggerated or false information regarding a product's sustainable qualities. This has given rise to a number of issues yet has so far fallen short of being rigorously investigated. In this study, focus group…

Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003-2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional…