2013
DOI: 10.1080/08841241.2013.805709
|View full text |Cite
|
Sign up to set email alerts
|

Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
2
1
1

Citation Types

0
67
0
1

Year Published

2014
2014
2023
2023

Publication Types

Select...
4
3
1

Relationship

0
8

Authors

Journals

citations
Cited by 112 publications
(74 citation statements)
references
References 33 publications
0
67
0
1
Order By: Relevance
“…Despite its importance, little empirical research on branding is directly relevant to the higher education sector (Watkins & Gonzenbach, 2013). The few empirical studies focus on branding policies (Hemsley-Brown & Goonawardana, 2007), brand personality (Watkins & Gonzenbach, 2013), corporate brand identity and management (Balmer, Liao, & Wang, 2010), and corporate brand identification (Balmer & Liao, 2007;Stephenson & Yerger, 2014). Other contributions have been more theoretical in nature, for example, discussing educational brand ecosystems (Pinar, Trapp, Girard, & Boyt, 2011), the emergence of brand identities (Lowrie, 2007), and the concept of successful education brands (Chapleo, 2005).…”
Section: Branding In Higher Educationmentioning
confidence: 99%
See 1 more Smart Citation
“…Despite its importance, little empirical research on branding is directly relevant to the higher education sector (Watkins & Gonzenbach, 2013). The few empirical studies focus on branding policies (Hemsley-Brown & Goonawardana, 2007), brand personality (Watkins & Gonzenbach, 2013), corporate brand identity and management (Balmer, Liao, & Wang, 2010), and corporate brand identification (Balmer & Liao, 2007;Stephenson & Yerger, 2014). Other contributions have been more theoretical in nature, for example, discussing educational brand ecosystems (Pinar, Trapp, Girard, & Boyt, 2011), the emergence of brand identities (Lowrie, 2007), and the concept of successful education brands (Chapleo, 2005).…”
Section: Branding In Higher Educationmentioning
confidence: 99%
“…Despite its importance, little empirical research on branding is directly relevant to the higher education sector (Watkins & Gonzenbach, 2013). The few empirical studies focus on branding policies (Hemsley-Brown & Goonawardana, 2007), brand personality (Watkins & Gonzenbach, 2013), corporate brand identity and management (Balmer, Liao, & Wang, 2010), and corporate brand identification (Balmer & Liao, 2007;Stephenson & Yerger, 2014).…”
Section: Branding In Higher Educationmentioning
confidence: 99%
“…As noted above, higher education sector has much to gain from the benefits of successful branding, which is already well established in the private sector, but more research is needed that specifically relates to the branding efforts of public sector organizations, such as non-profit colleges and universities (Watkins and Gonzenbach, 2013). In our recent work, we have incorporated concepts from the strategic management literature to the brand management in higher education.…”
Section: Brand Ambidexteritymentioning
confidence: 99%
“…This competition drives the need for universities to focus on clearly articulating and developing their brand (Hemsley-Brown and Goonawardana, 2007). The higher education sector has much to gain from the benefits of successful branding, which is already well established in the private sector, but more research is needed that specifically relates to the branding efforts of public sector organizations, including non-profit colleges, public and private universities (Watkins and Gonzenbach, 2013). For example, traditional branding concepts such as identity, image, and reputation are just some of the many branding ideas that are becoming increasingly important, as both organizations and managers are eager to develop distinctive identities, improve images, and enhance reputation in this highly competitive global environment.…”
mentioning
confidence: 99%
“…Brand also has become imperative to gain customer loyalty and the long term survival and development of businesses, and educational institutions are no exception (Chen & Chen, 2014). Many past studies highlighted the necessity for research to capture the outputs that comes from establish branding and how it practically match with HEIs context (Watkins & Gonzenbach, 2013;Dholakia & Acciardo, 2014;Goi et al, 2014).…”
Section: Introductionmentioning
confidence: 99%