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Schatz, Monika; Popovic, Ana; Dervin, Fred – Discourse: Studies in the Cultural Politics of Education, 2017
Since the recent global paradigm shift in the governance of higher education toward business and marketing, internationally competitive education is increasingly considered as an asset for governments. Consequently, governments started to invest in education branding and marketing their educational systems. In Finland, national interest in…
Descriptors: Foreign Countries, Educational Practices, Higher Education, Universities
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Sujchaphong, Narissara; Nguyen, Bang; Melewar, T. C. – Journal of Marketing for Higher Education, 2015
The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial…
Descriptors: Foreign Countries, Universities, Marketing, Employee Attitudes
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Lee, Jason W.; Gregg, Elizabeth A. – Strategies: A Journal for Physical and Sport Educators, 2017
The public perception of academic institutions and their athletic programs are generally considered a prime factor in building their brand image. Maintaining a favorable institutional brand image can have a meaningful effect when conveying messages to key organizational stakeholders. Schools are to seek strategies aimed at generating positive…
Descriptors: High Schools, Imagery, Political Issues, Social Attitudes
Cincotta, Dominic – ProQuest LLC, 2014
This research studies how brand identities, individually and communally, as read through websites are created among small and medium-sized enterprise breweries in western Pennsylvania. Content analysis through the frame of Kress and van Leeuwen was used as the basis for the codebook that reads each brand identity for the researcher. The…
Descriptors: Industry, Web Sites, Advertising, Marketing
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Rushing, Keith; Asperin, Amelia Estepa – Journal of Child Nutrition & Management, 2012
Purpose/Objectives: The objectives of this project were to investigate the application of brand personality concepts in the school nutrition (SN) setting and to explore high school students' awareness and acceptance of these branding initiatives. Methods: An embedded, multiple-case replication design included structured interviews with SN…
Descriptors: Nutrition, Food Service, Dining Facilities, Marketing
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Zahedi, Mithra; Heaton, Lorna – Design and Technology Education, 2017
How do ideas evolve in the context of collaborative design? This research explores the framing strategies and tools involved in the co-construction of a shared understanding in the early stages of a design project. We observed a team of four industrial design students working to design a pop-up shop. We found that, while the key design elements of…
Descriptors: Industrial Arts, Design, Verbal Communication, Teaching Methods
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Plungpongpan, Jirawan; Tiangsoongnern, Leela; Speece, Mark – International Journal of Educational Management, 2016
Purpose: The purpose of this paper is to examine the effects of university social responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study. USR activities may be implicit or explicit, i.e., actively…
Descriptors: Foreign Countries, Universities, Private Colleges, Social Responsibility
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Fanjul-Peyró, Carlos; González-Oñate, Cristina; Peña-Hernández, Pedro-Jesús – Comunicar: Media Education Research Journal, 2019
The eGames business (online video games) in Spain generated more than 1.8 trillion euros in profits in 2016. Advertising is no stranger to the potential of this market, and brands study the best ways of approaching and adapting to the world of eGames. In this report, we analyze which the most effective advertising strategies for brands in the…
Descriptors: Foreign Countries, Computer Games, Video Games, Advertising
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Elsharnouby, Tamer H. – International Journal of Educational Management, 2016
Purpose: The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems from satisfaction with service augmentation elements. It also examines the influence of brand choice attainment on both…
Descriptors: Student Participation, Foreign Students, Student Behavior, College Students
Fisher, Michael – ProQuest LLC, 2018
Consumer evolution has led to a more technologically informed population who was more confident and demanding: consumers now expect their brands to be available wherever, whenever, and however they want them. Consumers expect brands to be always on, meeting their brand on demand expectations in their pockets on phones, on tablets, laptops, and…
Descriptors: Consumer Economics, Marketing, Automation, Technological Advancement
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Temple, Paul – Perspectives: Policy and Practice in Higher Education, 2006
It seems difficult to have a discussion about anything in a university or college today that does not involve branding: "what does this say about our brand?", "how is our brand perceived?", "what are our brand values?", and "are we living the brand?" (according to the American Marketing Association, this means "aligning actions with your Brand…
Descriptors: Higher Education, Marketing
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Tobolowsky, Barbara F.; Lowery, John Wesley – Journal of Marketing for Higher Education, 2014
Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003-2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional…
Descriptors: Marketing, Team Sports, College Athletics, Advertising
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Mampaey, Jelle; Huisman, Jeroen; Seeber, Marco – Higher Education Research and Development, 2015
Branding of higher education institutions (HEIs) is an expanding area of research. The existing literature mainly draws on the strategic management perspective that argues that HEIs are pressured to develop brands which differentiate them from their competitors. Past studies, however, do insufficiently take into account that most HEIs are…
Descriptors: Higher Education, Foreign Countries, Educational Administration, Strategic Planning
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Bennett, Roger; Ali-Choudhury, Rehnuma – Journal of Marketing for Higher Education, 2009
A model of the elements of a university brand was developed together with an instrument for measuring how favorably each of these elements was perceived by a sample of young people who were considering entering university. One hundred and ninety-eight students undertaking pre-university courses in two further education colleges in East London…
Descriptors: Educational Environment, Student Characteristics, Higher Education, Student Attitudes
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Pace, Tiffany – Science and Children, 2018
Research has shown that visual literacy is an important element to use within a classroom (Tillmann 2012). One way to incorporate visual literacy into the science classroom is with the use of advertisements. In this article, Tiffany Pace describes how she and her students began their visual literacy quest while studying mixtures and solutions,…
Descriptors: Visual Literacy, Science Instruction, Plastics, Science Experiments
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