University brand: A systematic literature review

University brand: A systematic literature review

Despite its significant role, brand management is an oft-overlooked and challenging aspect in the development of academic institutions, especially in higher education context. Based on a systematic review of journal articles from various sources including ScienceDirect, Emerald Insight and SpringerL...

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Bibliographic Details
Main Authors: Xiao Yaping, Nguyen Thi Thu Huong, Nguyen Hoang Nam, Phan Dinh Quyet, Cao Tuan Khanh, Dao Thi Ha Anh
Format: Article
Language:English
Published: Elsevier 2023-06-01
Series:Heliyon
Subjects:
University brand
Brand management
Brand positioning
University identification
Higher education marketing
Online Access:http://www.sciencedirect.com/science/article/pii/S240584402304032X

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http://www.sciencedirect.com/science/article/pii/S240584402304032X

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