Branding in higher education: a bibliometric analysis and research agenda-Reference-Cited by-同舟云学术

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Branding in higher education: a bibliometric analysis and research agenda

Published:2023-12-04 Issue: Volume: Page:1-24
ISSN:0884-1241
Container-title:Journal of Marketing for Higher Education
language:en
Short-container-title:Journal of Marketing for Higher Education

Author:

Le Quynh Hoa¹,Fuller Rachel²^ORCID,Hoang Thu-Hang¹^ORCID,Nguyen Ninh³⁴^ORCID

Affiliation:

1. School of International Business - Marketing, University of Economics, Ho Chi Minh City, Vietnam

2. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia

3. Graduate School of Business and Law, RMIT University, Melbourne, Australia

4. Center of Science and Technology Research and Development, Thuongmai University, Vietnam

Funder

University of Economics Ho Chi Minh City

Publisher

Informa UK Limited

Subject

Marketing,Education

Link

https://www.tandfonline.com/doi/pdf/10.1080/08841241.2023.2289020

Reference113 articles.

1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name (pp. 35–37). The Free Press.

2. An Integrative Approach to University Visual Identity and Reputation

3. University marketing directors’ views on the components of a university brand

4. Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?

5. Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania

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1. The influence of service quality on student satisfaction and student loyalty in Vietnam: the moderating role of the university image;Journal of Trade Science;2024-03-08

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