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ERIC Number: EJ1180253
Record Type: Journal
Publication Date: 2018
Pages: 16
Abstractor: As Provided
ISSN: ISSN-0305-4985
Use Your Imagination: What UK Universities Want You to Think of Them
Huisman, Jeroen; Mampaey, Jelle
Oxford Review of Education, v44 n4 p425-440 2018
In higher education research, theoretical approaches stressing isomorphism dominate the discourse on how higher education institutions 'behave' in their higher education and research systems. We argue that research should address both instances of similarity and differences. Using theoretical notions from institutionalism and the branding/marketing literature, and focusing on how UK universities are different and similar in their welcome addresses--as expressions of the institutions' images--we are able to offer a balanced view of patterns of similarities and differences as well as share findings of patterns over time (2005-2015). Using quantitative and qualitative content analysis, our findings show overall high levels of homogeneity of images across the universities. But younger and less prestigious institutions were (both in 2005 and 2015) more inclined to show distinctive images.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom
Grant or Contract Numbers: N/A