This paper develops a multi-disciplinary measure of the brand signature construct by means
of literature review and primary data analysis. This study explains that brand signature …

Published research on corporate reputation has increased in the last 10 years in various
sectors. The higher education sector is no stranger to this growth; however, theoretical …

Many universities leverage symbolic qualities with the potential of creating a brand
personality useful in competitive differentiation. Drawing on a series of qualitative and …

This paper examines the effect of brand attachment and its antecedents on commitment,
satisfaction, trust, and brand equity in the context of higher education institutions. The …

Commentators and academics now refer to Higher Education as a market and the language
of the market frames and describes the sector. Considerable competition for students exists …

This study aims to fill a gap in marketing studies concerning the effect of a logo on consumer
evaluations. The research addresses two questions:(1) what are the factors that influence …

The paper reviews the literature on the concept of internal branding and its effects in the
service sector in general, as well as in UK universities. In addition, the concept of employee …

Due to the increasingly competitive landscape in the international higher education
marketplace, colleges and universities have much to gain from the benefits of successful …

The study proposes and empirically tests a comprehensive model of student-university
identification based on social identity theory. This study examines the role of university …

This paper considers corporate brand image, focusing on cognitive and affective brand
attributes in the context of business schools. While previous research on university or …