Initiatives to build research universities to have world-class universities, the creator and the disseminator of scientific knowledge in knowledge-based economies, are among the most important policy reactions in higher education systems. With an increase in demands on greater accountability, transparency, and efficiency, studies investigating the…

This study explores the influence of student-generated electronic word-of-mouth (eWOM) on university image within the context of an increasingly competitive higher education landscape. Drawing on social identity and congruence theories, we examine how both satisfied and dissatisfied students' positive and negative eWOM influences the higher…

Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…

In the context of the internationalization and marketization of higher education, it has become a trend for a nation to build its higher education brand for global competitiveness. This paper analyses what is seen as the urgent need to enhance China's international education strategy and how branding has assisted in this process. Drawing on…

Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an…

Global university rankings (GUR) have become increasingly influential as a proxy measure of higher education quality. The more recent development of regionalised forms of rankings has increased their global reach, drawing a greatly expanded range of institutions into their orbit. As a result, regionalised GUR have developed an increasing potential…

The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity.…

In this paper, we investigate how highly ranked business schools construct their legitimacy claims by analysing their online organisational communication. We argue that in the case of higher education institutions in general, and business schools in particular, the discursive formation of these legitimacy claims is strongly connected to the…

Internationalization serves as a significant hallmark of world-class universities globally. Numerous studies have underscored the strong relationship between internationalization and university development, but few have succeeded in elucidating the mechanisms and modus operandi of internationalization for university excellence. Using a qualitative…

This article examines the development of a university's advertising campaign through the discursive justifications of the university's communications office, its deans, and the advertising agency involved in the process. Empirical material is gathered from a three-year-long ethnographic research. Drawing on the notion of floating signifier, we…

Latin American universities have been subject to old and new forms of colonialism that act concurrently. Old forms of colonialism are based on a matrix of race and labour divisions that universities have inherited, reproduced, and reinforced. New forms of colonialism are attaching to global forces that promote a world class university model based…

Research on the role brand image plays in higher education (HE) suggests that it is crucial to understand students' perceptions of their university. This study builds on existing empirical work by Alcaide-Pulido, Alves, and Gutierrez-Villar (2017) exploring themes of national and international recognition, economic value, university campus…

Creation of a framework for Brand and Reputation Metrics in Education represents a significant milestone in the field of marketing and communications in the sector. Stemming from a global collaboration led by the Council for Advancement and Support of Education (CASE), this framework highlights and addresses a critical need for consistent…

This study presents the formulation of a quantitative and qualitative index of quality for accredited institutions based on their performance in five components related to institutional quality: research, students' performance, dropout rates, employability, and accreditation. This index will allow each accredited institution to identify its…

Developing a clear and applicable mission statement is essential for business schools to obtain AACSB accreditation, and it is also a core embodiment of their ability to achieve sustained excellence. By the end of 2023, a total of 48 business schools in mainland China have been accredited by AACSB, which has a positive modelling effect on the…