Positioning strategies and rankings in the HE: congruence and contradictions

References

• Aaker, D. A., & Shansby, G. J. (1982). Positioning your product. Business Horizons, 25(3), 56–62. https://doi.org/10.1016/0007-6813(82)90130-6
   Web of Science ®Google Scholar
• Arambewela, R., Hall, J., & Zuhair, S. (2006). Factors Influencing Satisfaction postgraduate International students from Asia : Factors Influencing Satisfaction. Journal of Marketing for Higher Education, 15(2), 31–46. https://doi.org/10.1300/J050v15n02
   Google Scholar
• Armstrong, G., & Kotler, P. (2012). Marketing: An introduction (11th ed.). Pearson Education.
   Google Scholar
• Arnott, D. C. (1992). Bases of financial services positioning in the personal pension, life assurance and personal equity plan sectors. University of Manchester, Manchester Business School.
   Google Scholar
• Arnott, D. C. (1993). Positioning: Redefining the concept. Warwick Business School Research. Warwick.
   Google Scholar
• Attia, S. T., & Hooley, G. (2007). The role of resources in achieving target competitive positions. Journal of Strategic Marketing, 15(2), 91–119. https://doi.org/10.1080/09652540701321058
   Google Scholar
• Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25(4), 260–272. https://doi.org/10.1108/08876041111143096
   Web of Science ®Google Scholar
• Blankson, C. (2004). Positioning strategies and incidence of congruence of two UK store card brands. Journal of Product & Brand Management, 13(5), 315–328. https://doi.org/10.1108/10610420410554403
   Google Scholar
• Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service firm performance. Journal of Business Research, 65(3), 311–316. https://doi.org/10.1016/j.jbusres.2011.03.013
   Web of Science ®Google Scholar
• Blankson, C., & Kalafatis, S. P. (2004). The development and validation of a scale measuring consumer/customer-derived generic typology of positioning strategies. Journal of Marketing Management, 20(1–2), 5–43. https://doi.org/10.1362/026725704773041113
   Google Scholar
• Blankson, C., & Kalafatis, S. P. (2007a). Congruence between positioning and brand advertising. Journal of Advertising Research, 47(1), 79–94. https://doi.org/10.2501/S0021849907070080
   Web of Science ®Google Scholar
• Blankson, C., & Kalafatis, S. P. (2007b). Positioning strategies of international and multicultural-oriented service brands. Journal of Services Marketing, 21(6), 435–450. https://doi.org/10.1108/08876040710818921
   Google Scholar
• Blankson, C., Kalafatis, S. P., Chena, J. M. S., & Hadjicharalambous, C. (2008). Impact of positioning strategies on corporate performance. Journal of Advertising Research, 48(1), 106–122. https://doi.org/10.2501/S0021849908080124
   Web of Science ®Google Scholar
• Blankson, C., Kalafatis, S. P., Coffie, S., & Tsogas, M. H. (2014). Comparisons of media types and congruence in positioning of service brands. Journal of Product and Brand Management, 23(3), 162–179. https://doi.org/10.1108/JPBM-12-2013-0466
   Google Scholar
• Boatswain, M. L. (2015). Decoy Effects in Brand Positioning. Unpublished Phd Thesis, Kingston University, London.
   Google Scholar
• Brooksbank, R. (1994). The anatomy of marketing positioning strategy. Marketing Intelligence & Planning, 12(4), 10–14. https://doi.org/10.1108/02634509410060695
   Google Scholar
• Bunzel, D. L. (2007). Universities sell their brands. Journal of Product and Brand Management, 16(2), 152–153. https://doi.org/10.1108/10610420710740034
   Google Scholar
• Burton, J., & Easingwood, C. (2006). A positioning typology of consumers’ perceptions of the benefits offered by successful service brands. Journal of Retailing and Consumer Services, 13(5), 301–316. https://doi.org/10.1016/j.jretconser.2005.10.001
   Google Scholar
• Çatı, K., Kethüda, Ö, & Bilgin, Y. (2016). Positioning strategies of universities: An investigation on universities in Istanbul. Education And Science, 41(185), 219–234. https://doi.org/10.15390/EB.2016.2723
   Web of Science ®Google Scholar
• Chapleo, C. (2005). Do universities have “successful” brands? International Journal of Educational Advancement, 6(1), 54–64. https://doi.org/10.1057/palgrave.ijea.2140233
   Google Scholar
• Clark, P., Chapleo, C., & Suomi, K. (2019). Branding higher education: An exploration of the role of internal branding on middle management in a university rebrand. Tertiary Education and Management, 26, 131–149. https://doi.org/10.1007/s11233-019-09054-9
   Web of Science ®Google Scholar
• Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419
   Web of Science ®Google Scholar
• Crawford, C. M. (1985). A New Positioning typology. Journal of Product Innovation Management, 2(4), 243–253. https://doi.org/10.1111/1540-5885.240243
   Web of Science ®Google Scholar
• DeSarbo, W. S., Park, J., & Rao, V. R. (2011). Deriving joint space positioning maps from consumer preference ratings. Marketing Letters, 22(1), 1–14. https://doi.org/10.1007/s11002-009-9100-7
   Web of Science ®Google Scholar
• Dimingo, B. E. P. (1988). The fine art of positioning: Sound bite or solid marketing? Journal of Business Strategy, 9(2), 34–38. https://doi.org/10.1108/eb039211
   PubMedGoogle Scholar
• Diwan, S. P., & Bodla, B. S. (2011). Development of empirically based customer-derived positioning typology in the automobile industry. Journal of Strategic Marketing, 19(6), 531–550. https://doi.org/10.1080/0965254X.2011.586716
   Google Scholar
• Easingwood, C. J., & Mahajan, V. (1989). Positioning of financial services for competitive advantage. The Journal of Product Innovation Management, 6(3), 207–219. https://doi.org/10.1016/0737-6782(89)90032-5
   Web of Science ®Google Scholar
• Endo, A. C. B., de Farias, L. A., & Coelho, P. S. (2019). Service branding from the perspective of higher education administrators. Marketing Intelligence and Planning, 37(4), 401–416. https://doi.org/10.1108/MIP-06-2018-0237
   Web of Science ®Google Scholar
• Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02
   Google Scholar
• Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
   Web of Science ®Google Scholar
• Eryigit, C., & Eryigit, M. (2014). Understanding the effectiveness of positioning bases with regard to customer perceptions. Journal of Global Marketing, 27(2), 85–93. https://doi.org/10.1080/08911762.2013.864371
   Google Scholar
• Fill, C. (2009). Marketing communications: Interactivity, communities and content (5th ed.). Pearson Education.
   Google Scholar
• Friedberg, J. (2019, February 6). How to use the Guardian University Guide. Theguardian. https://www.theguardian.com/education/2016/may/23/how-to-use-the-guardian-university-guide-2017
   Google Scholar
• Fuchs, C. (2008). Brand Positioning Through the Consumers’ Lens. In Naturwissenschaften. University of Wien.
   Google Scholar
• Fuchs, C., & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing, 44(11/12), 1763–1786. https://doi.org/10.1108/03090561011079873
   Web of Science ®Google Scholar
• Fumasoli, T., Barbato, G., & Turri, M. (2019). The determinants of university strategic positioning: A reappraisal of the organisation. Higher Education, 80, 305–334. https://doi.org/10.1007/s10734-019-00481-6
   Web of Science ®Google Scholar
• Greenacre, M. (2007). Correspondence analysis in practice (2nd ed.). Chapman & Hall/CRC.
   Google Scholar
• Gursoy, D., Chen, M. H., & Kim, H. J. (2005). The US airlines relative positioning based on attributes of service quality. Tourism Management, 26(1), 57–67. https://doi.org/10.1016/j.tourman.2003.08.019
   Web of Science ®Google Scholar
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education.
   Google Scholar
• Hazelkorn, E. (2007). The impact of league tables and ranking systems on higher education decision making. Higher Education Management and Policy, 19(2), 1–24. https://doi.org/10.1787/hemp-v19-art12-en
   Google Scholar
• HESA. (2018). Higher Education Statistics Agency. https://www.hesa.ac.uk/support/providers
   Google Scholar
• Heslop, L. A., & Nadeau, J. (2010). Branding MBA programs: The use of target market desired outcomes for effective brand positioning. Journal of Marketing for Higher Education, 20(1), 85–117. https://doi.org/10.1080/08841241003788110
   Google Scholar
• Hoffmann, D. L., & Franke, G. R. (1986). Correspondence analysis : graphical of categorical data in Marketing research. Journal of Marketing Research, 23(3), 213–227. https://doi.org/10.1177/002224378602300302
   Web of Science ®Google Scholar
• Hooley, G., Broderick, A., & Möller, K. (1998). Competitive positioning and the resource-based view of the firm. Journal of Strategic Marketing, 6(2), 97–116. https://doi.org/10.1080/09652549800000003
   Google Scholar
• Ivy, J. (2001). Higher Education Institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276–282. https://doi.org/10.1108/09513540110401484
   Google Scholar
• Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. https://doi.org/10.1108/09513540810875635
   Google Scholar
• Janssens, W., Wijnen, K., Pelsmacker, P. D., & Kenhove, P. V. (2008). Marketing Research with SPSS. Pearson Education.
   Google Scholar
• Jongbloed, B. (2003). Marketisation in higher education, clark’s triangle and the essential ingredients of markets. Higher Education Quarterly, 57(2), 110–135. https://doi.org/10.1111/1468-2273.00238
   Google Scholar
• Judson, K. M., Gorchels, L., & Aurand, T. W. (2006). Building a university brand from within: A comparison of coaches’ perspectives of internal branding. Journal of Marketing for Higher Education, 16(1), 97–114. https://doi.org/10.1300/J050v16n01_05
   Google Scholar
• Kalafatis, S. P., Ledden, L., Riley, D., & Singh, J. (2016). The added value of brand alliances in higher education. Journal of Business Research, 69(8), 3122–3132. https://doi.org/10.1016/j.jbusres.2016.01.028
   Web of Science ®Google Scholar
• Kalafatis, S. P., Riley, D., & Singh, J. (2014). Context effects in the evaluation of business-to-business brand alliances. Industrial Marketing Management, 43(2), 322–334. https://doi.org/10.1016/j.indmarman.2013.09.002
   Web of Science ®Google Scholar
• Kalafatis, S. P., Tsogas, M. H., & Blankson, C. (2000). Positioning strategies in business markets. The Journal of Business & Industrial Marketing, 15(6), 416–437. https://doi.org/10.1108/08858620010349501
   Google Scholar
• Kalra, A., & Goodstein, R. C. (1998). The impact of advertising positioning strategies on consumer price sensitivity. Journal of Marketing Research, 35(2), 210–224. https://doi.org/10.2307/3151849
   Web of Science ®Google Scholar
• Kapferer, J. N. (2008). New Strategic brand management (4th ed.). Kogan-Page.
   Google Scholar
• Kethüda, O. (2020). The mediating role of the price in the relationship between quality and academic attractiveness of higher education. Journal of Higher Education and Science, 10(1), 78. https://doi.org/10.5961/jhes.2020.369
   Google Scholar
• Kethüda, Önder. (2017). Segmenting international student market: An investigation in the United Kingdom. Journal of Higher Education (Turkey), 7(3), 186–196. https://doi.org/10.2399/yod.17.015
   Google Scholar
• Kim, W. C., & Mauborgne, R. (2000). Knowing a winning business idea when you see one. Harvard Business Review, 78(5), 129–138.
   PubMed Web of Science ®Google Scholar
• Kirmani, A., & Rao, A. R. (2000). No pain no gain : critical review literature on signaling product. Journal of Marketing, 64(2), 66–79. https://doi.org/10.1509/jmkg.64.2.66.18000
   Web of Science ®Google Scholar
• Klassen, M. L. (2001). Lots of fun, not much work, and no hassles: Marketing images of higher education. Journal of Marketing for Higher Education, 10(2), 11–26. https://doi.org/10.1300/J050v10n02_02
   Google Scholar
• Kosmützky, A. (2012). Between mission and market position: Empirical findings on mission statements of German higher education institutions. Tertiary Education and Management, 18(1), 57–77. https://doi.org/10.1080/13583883.2011.617466
   Google Scholar
• Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson Hall.
   Google Scholar
• Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. Journal of Marketing, 47(3), 9–20. https://doi.org/10.2307/1251193
   Web of Science ®Google Scholar
• Lowry, J. R., & Owens, B. D. (2002). Developing a positioning strategy for a university. Services Marketing Quarterly, 22(4), 27–42. https://doi.org/10.1300/J396v22n04
   Google Scholar
• Lynch, K. (2015). Control by numbers: New managerialism and ranking in higher education. Critical Studies in Education, 56(2), 190–207. https://doi.org/10.1080/17508487.2014.949811
   Web of Science ®Google Scholar
• Morgan, R. E., Strong, C. A., & McGuinness, T. (2003). Product-market positioning and prospector strategy. European Journal of Marketing, 37(10), 1409–1439. https://doi.org/10.1108/03090560310487176
   Google Scholar
• Ng, I. C. L., & Forbes, J. (2009). Education as service: The understanding of university experience through the service logic. Journal of Marketing for Higher Education, 19(1), 38–64. https://doi.org/10.1080/08841240902904703
   Google Scholar
• Opoku, R. A., Hultman, M., & Saheli-Sangari, E. (2008). Positioning in market space: The evaluation of Swedish universities’ online brand personalities. Journal of Marketing for Higher Education, 18(1), 124–144. https://doi.org/10.1080/08841240802100386
   Google Scholar
• Palmer, A. (2012). Introduction to marketing theory and practice (3rd ed.). Oxford University Press.
   Google Scholar
• Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: A content analysis of facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175–191. https://doi.org/10.1080/08841241.2018.1442896
   Web of Science ®Google Scholar
• Porter, M. E. (1996). What is strategy? Harvard Business Review, 6(1), 61–78.
   Google Scholar
• Punj, G., & Moon, J. (2002). Positioning options for achieving brand association: A psychological categorization framework. Journal of Business Research, 55(4), 275–283. https://doi.org/10.1016/S0148-2963(00)00165-X
   Web of Science ®Google Scholar
• Quinlan, K. M. (2014). Everything for sale? The marketisation of UK higher education. By roger Brown with helen carasso. British Journal of Educational Studies, 62(2), 223–225. https://doi.org/10.1080/00071005.2014.905312
   Web of Science ®Google Scholar
• Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 71(2), 258–268. https://doi.org/10.1509/jmkg.71.4.i
   Google Scholar
• Ries, A., & Trout, J. (1981). Positioning: The battle for your mind. McGraw-Hill.
   Google Scholar
• Romaniuk, J. (2001). Brand positioning in financial services: A longitudinal test to find the best brand position. Journal of Financial Services Marketing, 6(2), 111–121. https://doi.org/10.1057/palgrave.fsm.4770045
   Google Scholar
• Rutter, R., Lettice, F., & Nadeau, J. (2017). Brand personality in higher education: Anthropomorphized university marketing communications. Journal of Marketing for Higher Education, 27(1), 19–39. https://doi.org/10.1080/08841241.2016.1213346
   Web of Science ®Google Scholar
• Saqib, N. (2020). Positioning – a literature review. PSU Research Review, Ahead-of-Print. https://doi.org/10.1108/prr-06-2019-0016
   Google Scholar
• Schilling, J. (2006). On the pragmatics of qualitative assessment designing the process for content analysis. European Journal of Psychological Assessment, 22(1), 28–37. https://doi.org/10.1027/1015-5759.22.1.28
   Web of Science ®Google Scholar
• Stolz, Ingo, Hendel, Darwin D, & Horn, Aaron S. (2010). Ranking of rankings: benchmarking twenty-five higher education ranking systems in Europe. Higher Education, 60(5), 507–528. https://doi.org/10.1007/s10734-010-9312-z
   Web of Science ®Google Scholar
• Trout, J., & Rivkin, S. (1996). The New positioning. McGraw-Hill.
   Google Scholar
• Vaismoradi, M., Turunen, H., & Bondas, T. (2013). Content analysis and thematic analysis: Implications for conducting a qualitative descriptive study. Nursing and Health Sciences, 15(3), 398–405. https://doi.org/10.1111/nhs.12048
   PubMed Web of Science ®Google Scholar
• Van Rooij, S. W., & Lemp, L. K. (2010). Positioning e-learning graduate certificate programs: Niche marketing in higher education. Services Marketing Quarterly, 31(3), 296–319. https://doi.org/10.1080/15332969.2010.486691
   Google Scholar
• Wilkins, S., Butt, M. M., & Heffernan, T. (2018). International brand alliances and co-branding: Antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs. Journal of Marketing for Higher Education, 28(1), 32–50. https://doi.org/10.1080/08841241.2017.1393785
   Web of Science ®Google Scholar