This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities' logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to…

Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

Education-UK and British private schools more specifically are often framed as a global brand of 'world-class' quality. However, the increased competition within the international education market has meant British private schools cannot rest on their laurels but instead must continue to project their 'world-classness' in a way that does not…

There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

This study explores the mechanisms that underlie the effect of school marketing strategies on parents' perceived school attractiveness, particularly emphasizing the mediating role of parents' perceptions of being welcomed in urban schools. Additionally, we investigated how schools' marketing strategies work differently among parents with different…

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…

Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…

This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students…

Academic entrepreneurial behaviours are increasingly a research field paralleling processes of capitalist commodification. We mobilise Baudrillard's concepts to probe a school's strategic communication methods symbolising class neoliberalism, which aspirational parents may experience as a desired habitus of 'distinction'. We suggest their…

In the context of the internationalization and marketization of higher education, it has become a trend for a nation to build its higher education brand for global competitiveness. This paper analyses what is seen as the urgent need to enhance China's international education strategy and how branding has assisted in this process. Drawing on…

Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was…

The digitization of academic practices has transformed how research output is shared and discussed, with academic social network sites (ASNS) like Academia.edu and ResearchGate emerging as pivotal platforms. However, their uptake and implications in contexts like Latin America still need to be explored. This study examines the emerging tensions…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

Today, the higher education sector can be considered a market and, within it, private university education is a common marketable service in the literature on higher education management. Research on the analysis of the variables that generate the university image has been the subject of numerous investigations. Although there is no generally…