Journal of Marketing for Higher Education, Volume 24, Issue 1 (2014)

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Journal of Marketing for Higher Education, Volume 24, Issue 1 (2014)

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Branding in Higher Education: Create Brand Equity by Focusing on Brand Identity, Brand Soul, and Brand Image

Editorial

Editorial
How branding process activities impact brand equity within Higher Education Institutions
Robert L. Williams Jr. & Maktoba Omar
Pages: 1-10
Published online: 27 Jun 2014
First Page PreviewforHow branding process activities impact brand equity within Higher Education Institutions | Full Text | References | PDF (274.4 KB)
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Articles

Article
Does branding impact student recruitment: a critical evaluation
Dora E. Bock, Sonja Martin Poole & Mathew Joseph
Pages: 11-21
Published online: 19 May 2014
AbstractforDoes branding impact student recruitment: a critical evaluation | Full Text | References | PDF (115 KB)
  • 4106 Views
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Article
Do professors have customer-based brand equity?
Ravi K. Jillapalli & Regina Jillapalli
Pages: 22-40
Published online: 29 May 2014
AbstractforDo professors have customer-based brand equity? | Full Text | References | PDF (225.9 KB)
  • 1230 Views
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Article
Swayed by the logo and name: does university branding work?
Muhammad Zaffwan Idris & T. W. Allan Whitfield
Pages: 41-58
Published online: 27 Jun 2014
AbstractforSwayed by the logo and name: does university branding work? | Full Text | References | PDF (445.8 KB)
  • 2463 Views
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Article
Constructing a brand identity scale for higher education institutions
Mei Teh Goi, Chai Lee Goi & David Wong
Pages: 59-74
Published online: 19 May 2014
AbstractforConstructing a brand identity scale for higher education institutions | Full Text | References | PDF (208 KB)
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Article
Selling college: a longitudinal study of American college football bowl game public service announcements
Barbara F. Tobolowsky & John Wesley Lowery
Pages: 75-98
Published online: 03 Jun 2014
AbstractforSelling college: a longitudinal study of American college football bowl game public service announcements | Full Text | References | PDF (196 KB)
  • 351 Views
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Article
Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities
Sheila Furey, Paul Springer & Christine Parsons
Pages: 99-121
Published online: 27 Jun 2014
AbstractforPositioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities | Full Text | References | PDF (601.6 KB)
  • 2132 Views
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Article
Identifying and analyzing touchpoints for building a higher education brand
Monica Khanna, Isaac Jacob & Neha Yadav
Pages: 122-143
Published online: 27 Jun 2014
AbstractforIdentifying and analyzing touchpoints for building a higher education brand | Full Text | References | PDF (308.2 KB)
  • 4858 Views
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Article
Branding a state university: doing it right
Ruby Roy Dholakia & Linda A. Acciardo
Pages: 144-163
Published online: 27 Jun 2014
AbstractforBranding a state university: doing it right | Full Text | References | PDF (718.7 KB)
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