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Article
Publication date: 20 June 2013

Maha Mourad and Hatem El Karanshawy

The purpose of this paper is to enhance the academic understanding of the perception of brand dimensions in the Islamic Higher Education Institutions (IHEIs) and explore the…

1297

Abstract

Purpose

The purpose of this paper is to enhance the academic understanding of the perception of brand dimensions in the Islamic Higher Education Institutions (IHEIs) and explore the implications for managerial practice. The main objective of this research is to identify the branding aspects that apply to higher education branding in general and Islamic higher education in particular. The empirical setting is the Middle East, which has a mixture of public and private Islamic institutions working on spreading the moderate Islamic thoughts internationally.

Design/methodology/approach

The methodology used to guide the research is based on exploratory qualitative research approach composed of 45 in‐depth interviews with academicians and executives from five Gulf countries. The adopted qualitative approach is based on inductive logic to help reveal the main criteria influencing the perception of IHEIs' brands.

Findings

The results provide partial support for the proposed conceptual framework of the dimension of branding in the Islamic higher education market, with the functional dimension being far more significant than the social, mental and spiritual dimensions. Findings indicate that internationalisation will be the key element that influences the perception of the brand in the new competitive environment. The research also reveals the respondents' ideal definition of a good brand, the perception of brand's determinants and the general characteristics of the ideal higher education institution.

Practical implications

Recommendations are provided to decision makers in IHEIs, in order to develop their educational services and enhance their institutions' brand image.

Originality/value

This research helps in structuring what defines a good IHEI brand, from the perspective of academicians and experts in the labour market.

Article
Publication date: 3 April 2017

Swati Yeravdekar and Abhishek Behl

Management education has assumed phenomenal prominence in India in recent years, with branding being a prime factor used as a yardstick, rather a benchmark or point of reference…

1181

Abstract

Purpose

Management education has assumed phenomenal prominence in India in recent years, with branding being a prime factor used as a yardstick, rather a benchmark or point of reference, for one institution having an edge over the other. The purpose of this paper is to explore the factors leading to branding of management education in India. It proposes two frameworks using Total Interpretive Structural Model (TISM) for public and private sector management colleges. For this purpose, variables are extracted using systematic literature review, which play a crucial role in changing the dynamics of college rankings. The inquiry distinctly examines the nature of relationship between them for public and private colleges offering higher education. The study further proposes strategies for improvement of rankings by discussing the hierarchy and interrelationship among the enablers.

Design/methodology/approach

The study uses Interpretive Structural Model (ISM) to ascertain the linkages between the variables, and employs TISM to validate the reasons of association. The model was fabricated by consulting the experts from various spheres closely allied to branding and higher education, including the private agencies and decision makers in the selected colleges. The variables were furthermore structured for classification using Matrice d’Impacts Croises-Multiplication Appliqué an Classment Analysis.

Findings

It was observed that the variables behave differently when studied from the perspective of private sector colleges and public sector colleges; the former have seven levels of arrangement while it is only four for the latter. Quality of Faculty and Research were the key areas of concern for private sector colleges while infrastructure featured as a focal point for those in public sector. It was also evident that the placement of variables and their flow were different. Rankings should thus be premeditated differently for both the sectors and different weights should be assigned to rank the colleges.

Research limitations/implications

The study is confined to branding of management education institutes in India, without considering other important disciplines for generalizing the framework. It is based on literature review followed by ISM, while other approaches such as ethnographic research methods and appreciative inquiry could have been possible alternatives as well.

Practical implications

The paper helps in developing different frameworks for private and public sector institutes, which would assist them to have a homogenous completion within their respective sectors. The study can be used to measure the performance of colleges on various parameters and gives them linking variables to enhance their productivity.

Originality/value

The paper discusses the need for developing a different barometer to measure the performance of private sector and public sector colleges offering higher education.

Details

Benchmarking: An International Journal, vol. 24 no. 3
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 16 November 2022

Achutha Jois and Somnath Chakrabarti

The education services sector faces ever-changing global market dynamics with creative disruptions. Building knowledge brands can push the higher education sector beyond its…

Abstract

Purpose

The education services sector faces ever-changing global market dynamics with creative disruptions. Building knowledge brands can push the higher education sector beyond its geographical boundaries into the global arena. This study aims to identify key constructs, their theoretical background and dimensions that aid in building a global knowledge brand. The authors' research focuses on adapting and validating scales for global knowledge and education services brands from well-established academic literature.

Design/methodology/approach

The authors have adopted a mixed methodology approach and a systematic literature review. Authors interviewed 18 subject matter experts as part of content and face validity to arrive at select constructs, dimensions and items. Quantitative methods with random sampling were adopted as the primary methodology. Initially, the survey was administered to 390 students to test preliminary results. The survey was also administered to 5,112 students at a later part of this study. Valid responses stood at 3,244 with a 63% response rate. Further, the authors conducted confirmatory factor analysis, exploratory factor analysis and structural equation modeling to test the reliability and validity of scales. This study analyzed composite reliability, convergent validity and discriminant validity to finalize items for scales. The authors also validated the hypotheses based on the discriminant validity assessment scores.

Findings

Authors' key research findings are that academic stimulus, campus infrastructure and student intent play a significant role in campus culture and events design and experience at campus. Authors were able to bring out 16 key constructs and 55 critical dimensions vital to global education services brand building. This study also adapted and validated 99 items that meet construct validity and composite reliability criteria. This study also highlights that constructs such as student intent, academic stimulus, campus infrastructure scalability, selection mechanism, pedagogical content knowledge, brand identity, events experience and campus culture play a vital role in global brand recognition.

Research limitations/implications

The authors' work is fairly generalizable to education services and the higher education sector. However, this study must be extrapolated and empirically validated in other industry sectors. The research implications of this study are that it aided the authors in building theoretical background for student brand loyalty theory, student expectation theory and study loyalty theory. This study adds to the body of knowledge by contributing to theoretical concepts on students, knowledge culture, events, infrastructure and branding. Researchers can adopt the scales proposed in this study to build research models in higher education branding. This study acts as a catalyst for building theories in education services areas. Researchers can delve deep into proposed research aspects of campus infrastructure, knowledge infrastructure, campus knowledge culture, events design and events experience.

Practical implications

This study aids educators and brand managers to develop global education services and optimize their effort and budget. Administrators in the education services sector must focus on practical aspects of student perception, campus infrastructure, culture and events experience. Practically administrators can reorient their efforts based on this study to achieve global brand recognition.

Social implications

This study highlights that students are not customers but are co-creators of value in the education sector. This study provides scales and dimensions needed to build co-creation frameworks and models.

Originality/value

Most research in higher education branding has not covered wider aspects of global brand building. Existing theories proposed in higher education and education services articles cover only narrower aspects of campus infrastructure, culture, events design and branding. This study presents a comprehensive list of critical factors that play a vital role in global knowledge brand building. This study highlights the constructs and scales integral to building a global education services brand.

Details

VINE Journal of Information and Knowledge Management Systems, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2059-5891

Keywords

Article
Publication date: 19 March 2019

Ana Claudia Braun Endo, Luiz Alberto de Farias and Pedro Simões Coelho

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors…

Abstract

Purpose

The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking in this sector.

Design/methodology/approach

Adopting a qualitative approach, 22 in-depth interviews were performed in Brazilian HEAs to analyze service branding as a strategic institutional process in this context.

Findings

Findings reveal that service branding depends on several factors, e.g., in this case, deep integration between branding and services, leadership involvement, strong value propositions, sharing of strategic guidelines, branding experiences and, finally, credibility and reputation. Excellence of service is considered essential in higher education (HE) and, therefore, service branding faces the challenge of promoting the provision of quality services.

Originality/value

Although there have been many studies relating to HE and branding, few authors have studied service branding in educational sector and which issues must be observed in a competitive marketplace.

Details

Marketing Intelligence & Planning, vol. 37 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 28 July 2020

Tulay Girard and Musa Pinar

This study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions…

Abstract

Purpose

This study aims to use a holistic approach to empirically examine the direct and indirect relationships of both core and supporting consumer-based brand equity (CBBE) dimensions from students’ perspectives and the underlying impact they have on building a robust university brand equity. It also tests whether student perceptions of the importance of the brand equity constructs significantly differ based on demographics.

Design/methodology/approach

The study adopts the core and supporting university brand equity dimensions that have been tested for reliability and validity in prior research. Data were collected at a major university in the USA. The study used judgment sampling to carefully select a targeted sample of various colleges and class levels. A total of 439 useable surveys were collected.

Findings

The results of partial least squares–structural equation modeling reveal significant relationships between both core and supporting brand equity dimensions. The core brand equity dimensions include brand awareness, perceived quality, brand association, brand trust, learning environment, emotional environment, university reputation and brand loyalty. The supporting brand equity dimensions include library services, dining services, residence hall and physical facilities. Significant direct and/or indirect relationships were found between the core and supporting CBBE dimensions. The demographic variables of gender, semester standing and living arrangement also influence the importance of some of the core and supporting dimensions.

Practical implications

The results suggest that females, freshman and students living on-campus require specific attention in higher education. For a better representation and understanding of the university student population, we recommend that future studies use probability sampling and multiple universities for cross-validation.

Originality/value

Using the brand ecosystem framework, this is the first comprehensive study testing the relationships between both core and supporting CBBE dimensions in higher education. The study offers valuable insights to university stakeholders for building a strong university brand. It also confirms that the measures of the CBBE brand equity dimensions are valid and are applicable to other higher education institutions.

Details

Journal of Applied Research in Higher Education, vol. 13 no. 3
Type: Research Article
ISSN: 2050-7003

Keywords

Article
Publication date: 20 September 2011

Musa Pinar, Paul Trapp, Tulay Girard and Thomas E. Boyt

In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution…

5823

Abstract

Purpose

In today's complex and highly competitive marketplace, universities and colleges, realizing a need to develop sustainable strategies, have turned to branding as a solution. However, because of their unique service characteristics, universities' branding attempts may not always result in success. The aim of this paper is to present a brand ecosystem framework in order to develop branding strategies for colleges and universities.

Design/methodology/approach

The key elements of the framework include: student experiences as the driving force of the university branding strategies, academic services as the core value creation activities in delivering student learning experiences that are co‐created with students and faculty, and supporting activities that are important in creating the core value.

Findings

The framework suggests that both core and supporting value‐creating activities are dynamically inter‐related and work jointly in creating student learning experiences, and ultimately, a strong university brand.

Originality/value

The paper presents the crucial elements and the relationships among them for building successful brands in higher education.

Details

International Journal of Educational Management, vol. 25 no. 7
Type: Research Article
ISSN: 0951-354X

Keywords

Abstract

Details

The Emerald Handbook of Multi-Stakeholder Communication
Type: Book
ISBN: 978-1-80071-898-2

Article
Publication date: 9 October 2023

Charitha Harshani Perera, Long Thang Van Nguyen and Rajkishore Nayak

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…

Abstract

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 creation in the higher education sector. Drawing from social identity theory, this study identifies how higher education institutions develop customer-based brand equity using social media marketing and social brand engagement, taking cross-comparison between high and low subjective norms.

Design/methodology/approach

A survey was used to collect data from a sample of 936 undergraduates of private higher education institutions in Sri Lanka and Vietnam. These data were gathered using purposive sampling, and in testing the hypothesis and structure among the variables, structural equation modeling was used to determine the relationship between the study variables.

Findings

For the conceptual framework, the authors found that the structural equation model complies with the empirical data. The structural equation model shows that social brand engagement mediates the relationship between user-generated content, firm-generated content and brand equity. Further, the subjective norms were found to moderate the relationship between user-generated content, firm-generated content and social brand engagement, highlighting that the lower the subjective norms the higher the influence on social brand engagement as students receive low pressure and influence from external parties.

Research limitations/implications

The study was conducted at private higher education institutes in Sri Lanka and Vietnam. Future research could benefit from the perceptions of undergraduates in public higher education institutes. Future researchers could widen the diversity of service settings in the sample and replicate this investigation to discover if the results are consistent across the whole services sector.

Originality/value

The current research contributes to the services marketing and branding literature in the higher education context. The paper presents the crucial elements in building brand equity for higher education institutes to fill the existing gaps in higher education branding literature. The findings of the current study provide strategies to improve the higher education sector.

Details

International Journal of Educational Management, vol. 37 no. 6/7
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 31 March 2020

Musa Pinar, Tulay Girard and Cigdem Basfirinci

In response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for…

1347

Abstract

Purpose

In response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.

Design/methodology/approach

Compiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.

Findings

Based on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.

Research limitations/implications

The study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.

Originality/value

The study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

Details

International Journal of Educational Management, vol. 34 no. 7
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 16 August 2011

Puja Khatri and Yukti Ahuja Sharma

The purpose of this paper is to develop a perspective that ethical practices in higher education institutions can be a powerful tool for branding and attaining competitive

1236

Abstract

Purpose

The purpose of this paper is to develop a perspective that ethical practices in higher education institutions can be a powerful tool for branding and attaining competitive advantage. The paper proposes that an ethical institutional brand can be built on the basis of just and fair practices at the institution, and quality admission and assessment processes.

Design/methodology/approach

A survey was conducted in seven different higher education institutions in and around Delhi NCR, India. The data were collected from 167 respondents through a self‐constructed questionnaire based on a five‐point Likert‐type scale. The reliability of the data was computed to have a Cronbach's α of 0.83.

Findings

The key findings of the research show a relationship between the perception of the respondents towards the quality of admission process and the development of an ethical institutional brand (r=0.284, p≤0.01). They also show that with just and fair academic processes, an ethically strong institution can be built (r=0.411, p≤0.01) and development of an ethical institutional brand will lead to attaining competitive advantage in the academic world (r=0.558, p≤0.01). Also, the perceptions of undergraduate‐ and postgraduate‐level students on the different variables of ethical practices leading to brand building are found to vary.

Research limitations/implications

The sample chosen for the study was taken from Delhi, NCR, and hence does not incorporate the perception of students from Tier II and Tier III cities. Apart from this, the social desirability factor of the respondents (as applicable to all survey research) may also be one of the important limitations that may affect the research findings.

Practical implications

The study is a step forward in establishing a higher education system where ethically branded institutes will have an edge over others. The research may add key value for educational entrepreneurs who wish to establish an educational institution, helping them to work towards long‐term competitive advantage. This research endeavour is of help to policy makers, management of institutions, faculty, students and for the improvement of society as a whole. It is an attempt to explain the role of ethics in sustaining long‐term competitive excellence rather than a cutting edge for short‐term gains. It is practically of greater use in understanding the education industry scenario in the context of India, which has seen its education sector grow from philanthropy to being a business.

Originality/value

This paper identifies the need to rethink on the ethical functioning of institutions in the dramatically changed business environment of higher education in India. It is probably the first attempt to highlight the importance of ethical practices in higher education, and tries to draw a relationship between these practices and building the brand of higher education institutions. In light of the Education Bill passed in India, which gives great emphasis to ethical practices, the study is of pertinence to all who are willing to establish institutions or compete in the sector of education.

Details

On the Horizon, vol. 19 no. 3
Type: Research Article
ISSN: 1074-8121

Keywords

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