Table of Contents

Abstract

TION, and universities and colleges commonly express the need to strengthen their culture. A strong culture is perceived, correctly so, to engender a needed sense of connectedness between and among the varied constituents associated with a campus. Linking organizational culture and social cohesion is not a novel concept. (We use the terms organizational culture and institutional culture interchangeably throughout our discussion.) Our primary contribution here is to argue that a strong institutional culture has concrete uses in universities and colleges: culture is not simply something that is but is something that can do. In connecting people and institutions, institutional culture can pay real dividends, particularly in external relations and in building the campus community that is so critical in student affairs, but also in managing administrative and academic units. Institutional culture is not just something to have, which is where the discussion of the concept usually focuses, but is something to use.We thus explore the particular set of benefits accrued by institutions that do what is necessary to enjoy a strong set of institutional norms, values, and beliefs, which is how we define culture. We move beyond the common conception of institutional culture's simply binding together those who work and learn at our institutions of higher education, extending the discussion to explore the "so what?" question. We explore how institutional culture enables a university or college community, broadly defined, to identify with the institution. We also examine how it helps clarify the image of that institution in ways that bring what those in marketing would call The Uses of Institutional Culture

Conceptualizing, Validating, and Managing Brand Equity for Tourist Satisfaction

“…However, due to cultural differences, additional dimensions of brand equity may potentially relevant for customers' behavior. Therefore, more attributes of brand equity should be considered (Toma, Dubrow, & Hartley, 2005). Finally, the sample used in this study focused on the night market.…”