Branding of UK Higher Education Institutions. An Integrated Perspective on the Content and Style of Welcome Addresses
The transformation to a more market-oriented steering approach in European higher education challenges universities and other higher education institutions to consider developing branding or image management activities. The existing literature focuses either on the content or the style, but we argue...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Université Catholique de Louvain
2016-05-01
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| Series: | Recherches Sociologiques et Anthropologiques |
| Subjects: | |
| Online Access: | https://journals.openedition.org/rsa/1636 |