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Direct linkJuusola, Katariina; Rensimer, Lee – International Journal of Educational Management, 2018
Purpose: The purpose of this paper is to explore the interrelationship of branding practices and legitimacy-building of commercial degree program franchising within transnational higher education (TNHE). It aims to understand how commercial franchisees' branding practices employ discursive and symbolic strategies for building legitimacy, and how…
Descriptors: Business Administration Education, Masters Programs, Marketing, Business
