Internal branding in higher education: dialectical tensions underlying the discursive legitimation of a new brand of student diversity

Mampaey, Jelle; Schtemberg, Vanja; Schijns, J.M.C.; Huisman, Jeroen; Wæraas, Arild

doi:10.1080/07294360.2019.1674252

Cited by 18 publications

(7 citation statements)

References 46 publications

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“…However, respondents from private institutions reported greater brand clarity than respondents at public institutions. Similary, Mampaey et al (2019) explored the strategies that contribute to an internally supported new brand with student diversity as brand value. Their research illustrated the inherent complexity of the internal branding process drawing on the theoretical concept of discursive legitimation through a case study from the perspective of critical discourse analysis.…”

Section: Branding In Higher Educationmentioning

confidence: 99%

Examining the relationship between brand equity dimensions and university brand equity

Pinar

Girard

Başfırıncı

2020

IJEM

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PurposeIn response to global competitive challenges, universities recently started developing better strategies for branding. Branding has been used as a differentiation strategy for higher education institutions. As the number of universities (public and private) has increased, so has the competition for students, the universities in Turkey have faced similar challenges. The main objective of this study is to investigate, from the students' perspective, the role of interactions of brand equity dimensions in creating a strong university brand.Design/methodology/approachCompiling from the literature, the study used a survey instrument to collect data at a comprehensive public university in Turkey. To assure representation of students across the campus, the sample included students at freshmen, sophomore, junior, senior and graduate levels from all major colleges.FindingsBased on 1,300 usable surveys from students across all colleges of a major state university, the PLS-SEM model revealed significant relationships among the brand equity dimensions of brand awareness, perceived quality, brand association, learning environment, emotional environment, brand trust, brand loyalty and university reputation. These brand dimensions collectively and/or individually influence the students' university learning experiences that may result in creating strong university brand equity.Research limitations/implicationsThe study was conducted at a government-owned university in Turkey capturing only students' perceptions. Future research could benefit from perceptions of other stakeholders like faculty, staff, alumni, and parents and testing the relationships for different types of universities. This study discusses the implications for developing university branding strategies.Originality/valueThe study empirically tests the validity and effects of the university brand equity dimensions with Turkish university students using structural equation modeling (SEM). It confirms that the measures of brand equity dimensions are also applicable in a different country.

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Section: Branding In Higher Educationmentioning

confidence: 99%

Examining the relationship between brand equity dimensions and university brand equity

Pinar

Girard

Başfırıncı

2020

IJEM

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“…Le leadership se définit comme étant les compétences des responsables à promouvoir la marque et à impliquer les dirigeants ainsi que les employés disposant des compétences requises pour influencer leurs pairs (Barros-Arrieta et García-Cali, 2021). Différentes populations d’employés ont été étudiées dans la littérature en marketing, le personnel de contact de première ligne (Punjaisri et Wilson, 2011) et les cadres intermédiaires se sont avérés être des intermédiaires primordiaux (Mampaey et al, 2020). Dans la présente recherche, nous nous intéressons au rôle joué par les responsables, en charge de définir et de conduire avec cohérence et constance l'identité, la stratégie et les pratiques de la marque en transition vers la durabilité.…”

Section: Cadre Conceptuelunclassified

“…Le branding interne peut faciliter le changement organisationnel et participer à l’émergence d’une nouvelle identité externe lors d'un repositionnement stratégique et permet de façonner la perception et l'image de la marque (Causon, 2004 ; Chautard et Collin-Lachaud, 2019 ; Gagne, 2012 ; Irvin et al, 2003 ; Mampaey et al, 2020). De même, Gagne (2012) démontre dans quelle mesure il importe de coupler le branding interne et les changements au sein de l’entreprise pour modifier l'identité de la marque.…”

Section: Cadre Conceptuelunclassified

Rôle du branding interne dans la transformation sociétale de la marque

Regany¹,

Longo

2023

Recherche et Applications en Marketing (French Edition)

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Résumé La recherche a étudié le contexte organisationnel nécessaire au développement de marques durables sans explorer comment leur transformation s’opère. En adoptant le cadre conceptuel du branding interne, nous étudions la transformation sociétale de la marque gérée par les acteurs internes et les enjeux émergeants. Une étude qualitative révèle des dynamiques de collaboration et de tension entre responsables RSE et marketing, donnant lieu à la co-création de marques durables et visant un positionnement RSE. La figure de l’ activiste, leader œuvrant pour faire de ses collègues des champions de marque en transition vers la durabilité, émerge. En connectant marketing interne et externe, des contradictions alimentent les dilemmes de la marque : communication transparente contre silence opaque, confiance en soi contre doute. Nos apports théoriques s’inscrivent en branding interne, co-création de marque et complexités des marques durables. Des recommandations visant à gérer en interne et à accélérer la transformation sociétale des marques sont proposées.

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“…Kaushal and Ali (2020) established the strong positive relationship between university brand personality and students' satisfaction and loyalty. Mampaey et al (2020) paid a special attention to the student diversity as an important component of university brand value. Their study provides evidences of the complex structure of the branding process.…”

Section: Some Issues Related To Branding In the Higher Education Sectormentioning

confidence: 99%

Using Customer-Based Brand Equity Model in the Higher Education Context: Simulating the Current University’s Brand

Stukalina

Pavlyuk

2021

Business, Management and Economics Engineering

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Purpose – the purpose of the article is to simulate the current version of a university’s brand using the Customer-Based Brand Equity (CBBE) model. Research methodology – the methodology of the paper includes analysis of theoretical sources and prior research on branding in higher education. For collecting primary data, a questionnaire based on the multi-dimensional CBBE model was used; a survey was conducted in Transport and Telecommunication Institute (Latvia). Structural equation modelling was then applied for confirmatory factor analysis of relationships between brand equity-related factors. Findings – Statistical analysis of the conducted survey’s data disclosed the importance of different brand dimensions within the CBBE model: Performance, Imagery, Judgments, Feelings, and Resonance. There is a notable difference between the perception of brand equity and associated factors by local and foreign students; it was discovered that local students have more concerns about the Imagery of the university brand, while foreign students are more focused on the Resonance factor. Research limitations – the research was conducted within one higher education institution. Further study with a broader research base that confirms the applicability of the Keller’s model in different settings would be beneficial. Practical implications – as brand equity affects the choice of a marketing strategy adopted by a university, the information obtained through simulation of the current version of the corresponding brand is vital for developing and updating an efficient strategy aimed at accomplishing a competitive advantage in both local and international settings. Originality/Value – the current brand’s version has been successfully stimulated in higher education settings, applying the CBBE model as a scalable framework – to demonstrate how different factors related to brand equity are perceived by the university’s students.

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Internal branding in higher education: dialectical tensions underlying the discursive legitimation of a new brand of student diversity

Cited by 18 publications

References 46 publications

Examining the relationship between brand equity dimensions and university brand equity

Examining the relationship between brand equity dimensions and university brand equity

Rôle du branding interne dans la transformation sociétale de la marque

Using Customer-Based Brand Equity Model in the Higher Education Context: Simulating the Current University’s Brand

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