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This purpose of this paper is to discuss how experiential design can provide a basis for museums’ branding strategies in order to attract visitors, particularly those visitors with a low involvement with museums.

The authors first analyze the experiential motives that museums should consider as relevant in attracting potential visitors. Consequently, the authors examine effects of experiential design on the participants’ behavior and attitudes, which are relevant for achieving branding objectives and institutional objectives of museums. In an experiment, using computer simulations, the authors tested the effects of an experiential vsus a non-experiential museum design on potential, especially low-involved participants.

The results of the experiment show a positive impact of the multidimensional experiential design on low-involved participants concerning branding relevant behavior, such as loyalty and perceived differentiation. There is also a positive influence on institutional goals such as perceiving the museum as role model and a positive change of attitude toward museums in general.

Because of the virtual character of the examined museum the results show only a tendency for potential behavior of real museum visitors. Future studies should test the effects of experience design for a real museum with a distinct brand profile.

The study reveals that once in a museum, potential visitors with a low involvement can be addressed by a museum design that appeals to their experiential motives and which, at the same time, communicates a differentiated brand profile of the museum. Following the visit, this impression can help to overcome barriers in terms of further museum visits and stimulate positive word-of-mouth advertising to other potential visitors.

The results suggest that from a global perspective, experience inducing museums can become role models for other museums, thus altering the image, expectations, and attitude of potential visitors with low-involvement toward museums as social institutions.

For the first time the explicit effects of a strategic experiential museum design on potential visitors are analyzed in terms of relevant branding and institutional objectives of museums.

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.

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 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.

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.

Technology-enhanced learning (TEL), undoubtedly, creates a big difference in higher education students' knowledge and growth, which helps them become globally competitive in the job market eventually. The present study aims to investigate the effect of various factors, i.e. informational quality, compatibility, resource availability, subjective norms, subject interest, institutional branding and self-efficacy on students' adoption intention to TEL enrolled in different government and private educational institutes in Chhattisgarh state.

The primary data were collected from 600 students from different universities and colleges using purposive sampling technique with “criterion sampling”. Hierarchal multiple regression (stepwise) analysis was used on the collected data.

Results concluded that factors, i.e. compatibility, resource availability, subjective norms, subject interest and institutional branding are significantly and positively influencing students' adoption intention to TEL in Chhattisgarh, whereas self-efficacy and informational quality of TEL did not contribute significant effect for students' adoption intention.

There is a lack of research in the knowledge domain, especially in the field of TEL, in the state of Chhattisgarh. The different variables taken in the present study, such as informational quality, self-efficacy, institutional branding, subjective norms, resource availability, compatibility and subject interest of TEL, are the first of its kind where these variables are being examined on the students' adoption intention to TEL.

This paper aims to contribute to the concept of co-branding by recognising the role of consumer perception and the importance of the variety of contexts in which co-branding is perceived. This is done by studying the way in which two service brands cooperate. A framework based upon previous research is contextualised into 'service branding' and used to investigate the associations between Hong Kong and the Olympic Equestrian Games.

The purpose of this paper is to analyze and discuss the strategic positioning of associations that can be established between a corporate brand and entities in its surrounding network such as brands, product categories, persons, places and institutions.

A semiotic approach is used to describe image transfer processes between the corporate brand and other entities. The paper provides a structure to leverage the corporate brand in different product market contexts.

The paper offers the “corporate brand association base model” as a conceptual framework for brand‐to‐brand collaboration. The model structures how a corporate brand can develop more expansive brand architecture through transfer of image from sources of brand equity in the internal brand hierarchy and surrounding brand network.

A useful source for brand managers in the process of co‐positioning corporate brands and assessing risks, in relation to brands, product categories, persons and institutions. The framework will make it easier for brand managers to design strategic brand alliances.

The value of this study is that it has presented a model that adds depth and texture to the current academic discussion of corporate brand capitalization, by introducing a balance between in‐house leverage and external leverage of the corporate brand.

The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance construct and highlights its boundary-straddling nature. The analysis reveals the dynamics of brand meanings established including why some brands have their meanings enriched through collective appropriation, while others become vessels of negative content and targets of anti-consumption movements.

A multimethod approach, which included observation, analysis of cultural texts and in-depth interviews with 21 demonstrators, was adopted for the study.

The study extends the construct of brand cultural resonance proposing an additional facet, named Institutional Resonance. This dimension relates to the meanings that arise from a brand’s institutional role and interactions with other social institutions, like governments, the economy, religious, and educational systems. Institutional Resonance occurs when a certain brand becomes the archetypal representation of a social institution. This study also presents two forms of brand cultural resonance: arrows or targets. As arrows, brands lend their symbolic resources to the construction of protesters’ messages helping them to communicate their ideas. As targets, brands become social enemies and represent negative poles of social contradictions.

This study investigates consumer appropriation of marketers’ actions. The research depicts Institutional Resonance as an interactive and acute phenomenon which promotes a social negotiation on a playing field where different agents forge brand meanings and reputations.

The aim of this study is to investigate institutional investment behavior relating to lodging firms and their brand equity.

Ordinary least squares (OLS) and two‐stage least squares (2SLS) regressions are used. The dependent variable is institutional investor percentage and the independent variables are advertising expenditures, size, capital expenditures, proxy Q, debt ratio, price, share turnover and year.

The study found that institutional investors' holdings are positively related to advertising expenditures. There is a significant difference in institutional holdings between lodging firms with advertising expenditures and those without. Institutions favor lodging firms that have lower debt ratios. Institutional investors prefer small firms because they typically offer superior returns.

Further research may be done to see whether individual investors favor firms with brand equity. Additional research may be conducted in other segments, such as restaurants or casinos.

Findings may help lodging managers in raising financial capital from institutional investors; researchers in conducting future research on institutional investors; and educators in better describing institutional investors' important roles to hospitality students.

The paper is the first to show a relationship between institutional investors and advertising expenditures in the lodging industry.

Students' perception towards learning technologies in the disruptive times like coronavirus disease (2019) COVID-19 is what the educational institutes are striving to know so that the educational institutes could provide the best learning experiences to students. The present study attempts to identify the technology-enhanced learning (TEL) factors (i.e. informational quality, compatibility, resource availability, self-efficacy, subjective norms, subject interest and informational quality) with the mediation effect of perceived benefits on student satisfaction to TEL amongst non-technical students of different college/universities at Chhattisgarh state.

Purposive sampling technique with “criterion variable” was applied to collect responses from 600 participants. Students, who are enrolled in non-technical courses at different colleges/universities, were participated in the present study. The data collection process was completed during April–November 2019.

The results revealed that perceived benefits to TEL were significantly and positively mediated between all the TEL factors (i.e. information quality, compatibility, resource availability, self-efficacy, subjective norms, subject interest and institutional branding) and student satisfaction to TEL.

The present study itself is a novel study by taking TEL factors such as informational quality, compatibility, resource availability, self-efficacy, subjective norms, subject interest and institutional branding by considering perceived benefits as mediator to examine the influence on student satisfaction to TEL.

This article outlines the nature of corporate marketing myopia and details the salient characteristics of a corporate marketing logic. The notion of identity‐based views of the firm is held to be highly meaningful to the comprehension of corporate marketing. In addition, the paper aims to broaden the understanding of the antecedents of corporate marketing by making reference to earlier, integrative endeavours (sensory integration, design integration, communications integration, branding integration and identity integration).

The commentary explains the nature, antecedents, and benefits of an organisation‐wide corporate marketing logic.

A corporate marketing logic characterises those organisations which realise their institutions and corporate brands can be important sources of differentiation. Moreover, it is held that organisations need to be involved in multi‐lateral relationships vis‐à‐vis customers, other stakeholders and with society at large. It is also mindful that an organisational marketing orientation should accord sensitivity to CSR/ethical concerns. A key precept of the corporate marketing logic is that it is institution‐wide ethos which is enacted via an organisation's culture. A long and a short definition of corporate marketing are enumerated.

Perceiving organisational marketing via the prism of identity‐based views of the firm and utilising the new corporate marketing mix (the 8Cs of corporate marketing) affords a practical and pragmatic means by which senior managers can foster and maintain a corporate marketing ethos and culture.

A corporate marketing framework is introduced which is informed by: identity‐based views of the firm perspective and by key corporate‐level constructs.

The purpose of this paper is to investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia.

The paper uses a theory‐building case study within the phenomenological/qualitative research tradition.

The strength of student identification with a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflected different modes of student affiliation with the three institutional brands. These student relationships were categorised as follows: brand member (a contractual/legal corporate brand relationship); brand supporter (a trusting corporate brand relationship); and brand owner (a proprietorial corporate brand relationship). In explaining the above, the above states are viewed in terms of a corporate brand identification management hierarchy which reflects different approaches to the management of corporate brands. These are categorised as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation.

The insights from a single, exploratory, case study might not be generalisable.

The paper conceptualises that a bureaucratic/product approach to corporate brand management is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and, finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness and philosophical underpinnings of corporate brand management.

The paper examines multiple student identification (towards a university, business school and a non degree‐awarding overseas institute).