Strategic brand management in higher education /
"University branding has increased substantially, due to demands on universities to enroll greater numbers of students, rising tuition fees, the proliferation of courses, the growing "internationalization" of universities, financial pressures and reliance on income from foreign studen...
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| Další autoři: | , , |
|---|---|
| Typ dokumentu: | Kniha |
| Jazyk: | Angličtina |
| Vydáno: |
Abingdon, Oxon ; New York, NY :
Routledge,
2019
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| Vydání: | First edition |
| Edice: | Routledge studies in marketing
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| Témata: | |
| On-line přístup: | Elektronická verze přístupná pouze pro studenty a pracovníky MU Elektronická verze přístupná pouze pro studenty a pracovníky MU |
| Příbuzné jednotky: | Tištěná verze::
Strategic brand management in higher education |
Obsah:
- Introduction to strategic brand management in higher education / Bang Nguyen, TC Melewar, and Jane Hemsley-Brown
- PART I: Strategy
- Co-creating brand identity: The case of UK higher education / Julie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang
- Organisational culture in higher education branding: Branding the core values and beliefs / Cláudia Simões
- Brand leadership and brand support: influencing employees via internal branding / Narissara Sujchaphong and Pakorn Sujchaphong
- Competition in higher education / Francesca Pucciarelli and Andreas Kaplan
- PART II: Planning
- Corporate brand communication in higher education / Elif Karaosmanoglu and Gulberk Gultekin Salman
- Corporate design: What makes a favourable university logo? / Pantea Foroudi and Bang Nguyen
- Brand image and reputation development in higher education institutions / Adele Berndt and Linda D. Hollebeek
- Co-creation of value: A customer-integration approach / Tim Hughes and Ian Brooks
- PART III: Measurement
- Measuring higher education brand performance and brand impact / Chris Chapleo and Louise Simpson
- Building a trustworthy university brand: An inside-out approach / Sanjit Roy, Saalem Sadeque and Sathyaprakash Balaji Makam
- Scale development in higher education: university corporate brand image, student satisfaction and student behavioural intention / Sharifah Faridah Syed Alwi and Norbani Che-Ha
- Evaluating branding scales in higher education / Lesley Ledden, Stavros P. Kalafatis and Ilia Protopapa
- Conclusion to Strategic Brand Management in Higher Education / Bang Nguyen, TC Melewar, and Jane Hemsley-Brown
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