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Abstract
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.
Notes
1. We will use the term ‘university’ as shorthand for all higher education institutions.
2. A percentage higher than 100 may seem awkward, but the number expresses the fact that the post-1992 universities on average had 2.6 characteristics (14 characteristics divided by five universities) that differentiated them from the rest of the sample.