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 …

Despite its significant role, brand management is an oft-overlooked and challenging aspect
in the development of academic institutions, especially in higher education context. Based …

Following major strategic policy reforms and transformations in the higher education sector,
branding as a strategic resource has become an integral part of the strategic decisions of …

Pervasive employee mobility between organizations generates an abundance of alumni for
firms. Fragmented research streams have shown alumni can create or destroy value after …

The dimensions and dynamics of higher education brands remain excessively informed by
general principles of branding, with inadequate empirical testing in the specific context. This …

This study examines the influence of student-university identification on student's advocacy
intentions directly and indirectly through student satisfaction and student trust and …

Purpose The purpose of this paper is to integrate branding and higher education literature to
conceptualize, develop, and empirically examine a model of university social augmenters' …

This study analyses the relationship between identification and loyalty and also compares
the perceptions of two groups of key stakeholders (professors and graduates) of a public …

Purpose The study aims to explore and test the integrated relationships between university
reputation and its key antecedents. In doing so, theoretically derived antecedents of …

This study extends our knowledge of internal branding in the context of employees in the
higher education sector. Employing a quantitative methodology in UK universities, a …