Driven by a shifting landscape and increased competition for students, institutions of higher education (IHE) are working to differentiate themselves to consumers in order to attract new students. These differentiation efforts have increasingly focused on the adult, non-traditional student demographic. As IHEs strive to include claims of quality…

The literature of brand management in higher education lacks significant research in two key areas: 1) theoretical models of the evaluation of brand equity and its impacts on supportive behaviors, and 2) a focus on alumni as a critical stakeholder group to higher education institutions. The new model of alumni-perceived higher education brand…

Leadership profile pages on organizational websites have become staged opportunities for impression management. This research uses content analysis to examine the strategies of assertive impression management used to construct the leadership Web presence of the 70 presidents of national public universities, as identified in the "US News and…

Blogs serve multiple purposes, resulting in several types of blogs that vary greatly in terms of quality and content. It is important to evaluate the quality of blogs, which requires appropriate evaluation criteria. Unfortunately, there are minimal studies on framework and the specific criteria and indicators for evaluating the quality of blogs.…