Keywords:
university brand
brand in higher education
systematic review

  • Abstract

    University brand is becoming a research topic that is increasingly of interest to researchers and university administrators because of its great role in the context of the strong development of higher education. This research aims to review and synthesize current studies on definitions, antecedents and consequences of university brand. The study applied a systematic synthesis method of 76 articles from reputable database sources in the period 2000-2023. The research findings indicate that the antecedents of university brand are divided into tangible group and intangible group with 08 factors including brand design, facilities and equipment, human resources, training programs, financial policies, communication activities, reputation and brand personality. Furthermore, from the standpoint of approaching university stakeholders, the consequences of university brand are highlighted in this study. Finally, the study points out some policy implications for institutions and suggests some future research directions.

  • References

    1. Abbas, J. (2020). Heisqual: A modern approach to measure service quality in higher education institutions. Studies in Educational Evaluation, 67, 100933. https://doi.org/10.1016/j.stueduc.2020.100933
    2. Abbas, J. (2020). Service quality in higher education institutions: qualitative evidence from the students’ perspectives using Maslow hierarchy of needs. International Journal of Quality and Service Sciences, 12(3), 371-384. https://doi.org/10.1108/IJQSS-02-2020-0016
    3. Abbas, S. A. (2019). Brand loyalty of higher education institutions. Marketing Management of Innovations, 1, 46-56. http://doi.org/10.21272/mmi.2019.1-04
    4. Ali-Choudhury, R., Bennett, R., & Savani, S. (2009). University marketing directors’ views on the components of a university brand. International review on public and nonprofit marketing, 6(1), 11-33. https://doi.org/10.1007/s12208-008-0021-6
    5. Amani, D. (2022). Demystifying factors fueling university brand evangelism in the higher education sector in Tanzania: A social identity perspective. Cogent Education, 9(1), 2110187. https://doi.org/10.1080/2331186X.2022.2110187
    6. Anderson, D. M. (2020). When financial aid is scarce: The challenge of allocating college aid where it is needed most. Journal of Public Economics, 190, 104253. https://doi.org/10.1016/j.jpubeco.2020.104253
    7. Andrews, R. J., Imberman, S. A., & Lovenheim, M. F. (2020). Recruiting and supporting low-income, high-achieving students at flagship universities. Economics of Education Review, 74, 101923. https://doi.org/10.1016/j.econedurev.2019.101923
    8. Arrieta, M. d. C., & Avolio, B. (2020). Factors of higher education quality service: The case of a Peruvian university. Quality Assurance in Education, 28(4), 219-238. https://doi.org/10.1108/QAE-03-2020-0037
    9. Balaji, M., Roy, S. K., & Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023-3032. https://doi.org/10.1016/j.jbusres.2016.01.017
    10. Balmer, J. M., Mahmoud, R., & Chen, W. (2020). Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights. Journal of Business Research, 116, 628-641. https://doi.org/10.1016/j.jbusres.2019.03.015
    11. Bang, N., Yu, X., Melewar, T., & Hemsley-Brown, J. (2016). Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research, 69(8), 3105-3112. https://doi.org/10.1016/j.jbusres.2016.01.026
    12. Beneke, J. (2011). Marketing the institution to prospective students-A review of brand (reputation) management in higher education. International journal of Business and Management science, 6(1), 29. https://doi.org/10.5539/ijbm.v6n1p29
    13. Bennett, R., & Ali-Choudhury, R. (2009). Prospective students' perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19(1), 85-107. http://dx.doi.org/10.1080/08841240902905445
    14. Brodie, R. J., Whittome, J. R., & Brush, G. J. (2009). Investigating the service brand: A customer value perspective. Journal of Business Research, 62(3), 345-355. https://doi.org/10.1016/j.jbusres.2008.06.008
    15. Bunzel, D. L. (2007). Universities sell their brands. Journal of Product and Brand Management, 16(2), 152-153. http://dx.doi.org/10.1108/10610420710740034
    16. Calma, A., & Dickson-Deane, C. (2020). The student as customer and quality in higher education. International Journal of Educational Management, 34(8), 1221-1235. https://doi.org/10.1108/IJEM-03-2019-0093
    17. Chapleo, C. (2010). What defines “successful” university brands? International Journal of Public Sector Management, 23(2), 169-183. https://doi.org/10.1108/09513551011022519
    18. Chen, Y.-S. A., & Bei, L.-T. (2019). Free the brand: How a logo frame influences the potentiality of brand extensions. Journal of Brand Management, 26(4), 349-364. https://doi.org/10.1057/s41262-018-0142-0
    19. Clark, P., Chapleo, C., & Suomi, K. (2020). Branding higher education: An exploration of the role of internal branding on middle management in a university rebrand. Tertiary Education and Management, 26(2), 131-149. https://doi.org/10.1007/s11233-019-09054-9
    20. Dearden, J. A., Grewal, R., & Lilien, G. L. (2019). Strategic manipulation of university rankings, the prestige effect, and student university choice. Journal of marketing research, 56(4), 691-707. https://doi.org/10.1177/0022243719831258
    21. Dechawatanapaisal, D. (2019). Internal branding and employees’ brand outcomes: do generational differences and organizational tenure matter? Industrial and Commercial Training, 51(4), 209-227. https://doi.org/10.1108/ICT-10-2018-0089
    22. Drori, G. S., Delmestri, G., & Oberg, A. (2013). Branding the university: Relational strategy of identity construction in a competitive field. Trust in higher education institutions, 86, 134-147.
    23. El Nemar, S., Vrontis, D., & Thrassou, A. (2020). An innovative stakeholder framework for the student-choice decision making process. Journal of Business Research, 119, 339-353. https://doi.org/10.1016/j.jbusres.2018.11.053
    24. Elliott, C., & Soo, K. T. (2013). The international market for MBA qualifications: The relationship between tuition fees and applications. Economics of Education Review, 34, 162-174. https://doi.org/10.1016/j.econedurev.2013.02.006
    25. Erjansola, A.-M., Lipponen, J., Vehkalahti, K., Aula, H.-M., & Pirttilä-Backman, A.-M. (2021). From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger. Journal of Brand Management, 28, 241-253. https://doi.org/10.1057/s41262-020-00223-5
    26. Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students’ identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830-854. https://doi.org/10.1108/APJML-07-2018-0242
    27. Firoozi, D. (2022). The impact of post-admission merit scholarships on enrollment decisions and degree attainment: Evidence from randomization. Economics of Education Review, 86, 102221. https://doi.org/10.1016/j.econedurev.2021.102221
    28. Ghorbanzadeh, D. (2023). The role of website features in the branding of higher education institutions. Journal of Applied Research in Higher Education, 15(5), 1392-1406. https://doi.org/10.1108/JARHE-01-2022-0032
    29. Hamidizadeh, A., & Mohammadnezhad Fadardi, M. (2019). The brand of a university as an employer. Human Systems Management, 38(1), 73-86. https://doi.org/10.3233/HSM-180377
    30. Han, P. (2014). A literature review on college choice and marketing strategies for recruitment. Family and Consumer Sciences Research Journal, 43(2), 120-130. https://doi.org/10.1111/fcsr.12091
    31. Hannan, S. (2021). Building a Brand in Higher Education. In 5th Asian Education Symposium 2020 (AES 2020).
    32. Hanson, T. A., Bryant, M. R., & Lyman, K. J. (2020). Intercollegiate athletic programs, university brand equity and student satisfaction. International Journal of Sports Marketing and Sponsorship, 21(1), 106-126. https://doi.org/10.1108/IJSMS-10-2018-0102
    33. Hassani, A. A., & Wilkins, S. (2022). Student retention in higher education: the influences of organizational identification and institution reputation on student satisfaction and behaviors. International Journal of Educational Management, 36(6), 1046-1064. https://doi.org/10.1108/IJEM-03-2022-0123
    34. Hieu, N. (2020). Free college? Assessing enrollment responses to the Tennessee Promise program. Labour Economics, 66, 101882. https://doi.org/10.1016/j.labeco.2020.101882
    35. Hoang, T. V. Y., & Rojas, L. I. (2015). Promotional discourse in the websites of two Australian universities: A discourse analytic approach. Cogent Education, 2(1), 1011488. https://doi.org/10.1080/2331186X.2015.1011488
    36. Htang, L. K. (2021). A look at university student service quality and satisfaction. Quality Assurance in Education, 29(2/3), 101-115. https://doi.org/10.1108/QAE-09-2020-0108
    37. Huyen, N. T., Hai, H. V., Lich, H. K., & Tuan, P. M. (2023). Prioritizing components of university brand by using integrated Delphi and AHP method. Multidisciplinary Reviews, 7(4). https://doi.org/10.31893/multirev.2024067
    38. Ikram, A., Fiaz, M., Mahmood, A., Ahmad, A., & Ashfaq, R. (2021). Internal corporate responsibility as a legitimacy strategy for branding and employee retention: A perspective of higher education institutions. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 52. https://doi.org/10.3390/joitmc7010052
    39. Jevons, C. (2006). Universities: a prime example of branding going wrong. Journal of Product & Brand Management, 15(7), 466-467. https://doi.org/10.1108/10610420610712856
    40. Jois, A., & Chakrabarti, S. (2022). Adapting and validating global knowledge branding scales in the education services sector. VINE Journal of Information and Knowledge Management Systems(ahead-of-print). https://doi.org/10.1108/VJIKMS-01-2022-0028
    41. Joseph, M., Mullen, E. W., & Spake, D. (2012). University branding: Understanding students’ choice of an educational institution. Journal of Brand Management, 20(1), 1-12. https://doi.org/10.1057/bm.2012.13
    42. Judson, K. M. (2008). Building a university brand from within: University administrators' perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68. http://dx.doi.org/10.1080/15332960802467722
    43. Kamal, B. N., Sweeney, J. C., & Soutar, G. N. (2020). Evaluating students’ preferences for university brands through conjoint analysis and market simulation. International Journal of Educational Management, 34(2), 263-278. https://doi.org/10.1108/IJEM-11-2018-0359
    44. Kaushal, V., & Ali, N. (2020). University reputation, brand attachment and brand personality as antecedents of student loyalty: A study in higher education context. Corporate reputation review, 23, 254-266. https://doi.org/10.1057/s41299-019-00084-y
    45. Khanna, K., Pandher, J. S., & Bedi, S. S. (2023). Building students' attachment strength with higher education institutes using intangible resources: role of institutional branding. Higher Education, Skills and Work-Based Learning, 13(3), 528-559. https://doi.org/10.1108/HESWBL-03-2023-0076
    46. Kirupainayagam, D. S., & Sutha, J. (2022). Technology facilitation on inclusive learning; higher education institutions in Sri Lanka. International Journal of Educational Management, 36(4), 441-469. https://doi.org/10.1108/IJEM-02-2020-0048
    47. Kuriakose, F. (2023). Experiential branding in higher education: an Indian case. International Journal of Educational Management. https://doi.org/10.1108/IJEM-07-2022-0252
    48. Lozano, J. M., Bofarull, I., Waddock, S., & Prat-i-Pubill, Q. (2020). Avoiding the iron cage of business school rankings. Higher Education Policy, 33, 135-157. https://doi.org/10.1057/s41307-018-0107-7
    49. Masserini, L., Bini, M., & Pratesi, M. (2019). Do quality of services and institutional image impact students’ satisfaction and loyalty in higher education? Social Indicators Research, 146, 91-115. https://doi.org/10.1007/s11205-018-1927-y
    50. Matongolo, A., Kasekende, F., & Mafabi, S. (2018). Employer branding and talent retention: perceptions of employees in higher education institutions in Uganda. Industrial and Commercial Training, 50(5), 217-233. https://doi.org/10.1108/ICT-03-2018-0031
    51. Miotto, G., Del-Castillo-Feito, C., & Blanco-González, A. (2020). Reputation and legitimacy: Key factors for Higher Education Institutions’ sustained competitive advantage. Journal of Business Research, 112, 342-353. https://doi.org/10.1016/j.jbusres.2019.11.076
    52. Mohamad Saleh, M. S., Md Kassim, N., & Alhaji Tukur, N. (2022). The influence of sustainable branding and opinion leaders on international students’ intention to study: a case of Universiti Sains Malaysia. International Journal of Sustainability in Higher Education, 23(3), 565-586. https://doi.org/10.1108/IJSHE-11-2020-0431
    53. Oy Lar Kiki, C., Lau, Y.-y., & Chan, V. C. (2023). Exploring international brand alliances between local and foreign higher education institutions: an empirical study of sub-degree students. International Journal of Educational Management, 37(1), 186-206. https://doi.org/10.1108/IJEM-06-2022-0221
    54. Palmer, A., Koenig-Lewis, N., & Asaad, Y. (2016). Brand identification in higher education: A conditional process analysis. Journal of Business Research, 69(8), 3033-3040. https://doi.org/10.1016/j.jbusres.2016.01.018
    55. Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management. https://doi.org/10.1108/IJEM-12-2017-0374
    56. Pinar, M., Girard, T., & Basfirinci, C. (2020). Examining the relationship between brand equity dimensions and university brand equity: An empirical study in Turkey. International Journal of Educational Management, 34(7), 1119-1141. https://doi.org/10.1108/IJEM-08-2019-0313
    57. Pinar, M., Trapp, P., Girard, T., & E. Boyt, T. (2014). University brand equity: an empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616-634. https://doi.org/10.1108/IJEM-04-2013-0051
    58. Pringle, J., & Fritz, S. (2019). The university brand and social media: Using data analytics to assess brand authenticity. Journal of Marketing for Higher Education, 29(1), 19-44. https://doi.org/10.1080/08841241.2018.1486345
    59. Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: the university brand personality scale. Journal of Business Research, 69(8), 3077-3086. https://doi.org/10.1016/j.jbusres.2016.01.023
    60. Rutter, R., Roper, S., & Lettice, F. (2016). Social media interaction, the university brand and recruitment performance. Journal of Business Research, 69(8), 3096-3104. http://dx.doi.org/10.1016/j.jbusres.2016.01.025
    61. Saeed, M. R., Burki, U., Ali, R., Dahlstrom, R., & Zameer, H. (2022). The antecedents and consequences of brand personality: A systematic review. EuroMed Journal of Business, 17(4), 448-476. https://doi.org/10.1108/EMJB-12-2020-0136
    62. Saleem, F. Z., & Iglesias, O. (2016). Mapping the domain of the fragmented field of internal branding. Journal of Product & Brand Management, 25(1), 43-57. http://dx.doi.org/10.1108/JPBM-11-2014-0751
    63. Shahnaz, A., & Qadir, S. A. (2020). Branding the higher education: Identity construction of universities through logos, mottos and slogans. Journal of Research in Social Sciences, 8, 48-71.
    64. Shamil, V. M. (2014). University brand as a modern way of winning competitive advantage. Procedia-Social Behavioral Sciences, 152, 295-299. https://doi.org/10.1016/j.sbspro.2014.09.198
    65. Sheikh, A., & Aghaz, A. (2019). The challenges of the faculty members’ commitment: The role of university brand. Higher Education Quarterly, 73(3), 312-327.
    66. Song, B. L., Lee, K. L., Liew, C. Y., & Subramaniam, M. (2023). The role of social media engagement in building relationship quality and brand performance in higher education marketing. International Journal of Educational Management, 37(2), 417-430. https://doi.org/10.1108/IJEM-08-2022-0315
    67. Stephenson, A. L., Heckert, A., & Yerger, D. B. (2016). College choice and the university brand: exploring the consumer decision framework. Higher Education, 71(4), 489-503. https://doi.org/10.1007/s10734-015-9919-1
    68. Stephenson, A. L., & Yerger, D. B. (2014). Does brand identification transform alumni into university advocates? International review on public and nonprofit marketing, 11, 243-262. https://doi.org/10.1080/2331186X.2022.2110187
    69. Sultan, P., & Wong, H. Y. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions: The case of a University. Managing Service Quality: An International Journal, 24(5), 487-521. http://dx.doi.org/10.1108/MSQ-01-2014-0007
    70. Sultan, P., & Wong, H. Y. (2019). How service quality affects university brand performance, university brand image and behavioural intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management, 26, 332-347. https://doi.org/10.1057/s41262-018-0131-3
    71. Sung, M., & Yang, S.-U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of public relations research, 20(4), 357-376. https://doi.org/10.1080/10627260802153207
    72. Teeroovengadum, V., Kamalanabhan, T., & Seebaluck, A. K. (2016). Measuring service quality in higher education: Development of a hierarchical model (HESQUAL). Quality Assurance in Education, 24(2), 244-258. https://doi.org/10.1108/QAE-06-2014-0028
    73. Temple, P. (2006). Branding higher education: illusion or reality? Perspective, 10(1), 15-19. http://dx.doi.org/10.1080/13603100500508215
    74. Van den Brink, M., Fruytier, B., & Thunnissen, M. (2013). Talent management in academia: performance systems and HRM policies. Human Resource Management Journal, 23(2), 180-195. https://doi.org/10.1111/j.1748-8583.2012.00196.x
    75. Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate reputation review, 12, 357-387. https://doi.org/10.1057/crr.2009.26
    76. Walsh, M. F., Cui, A. P., & MacInnis, D. J. (2019). How to successfully introduce logo redesigns. Journal of Brand Management, 26, 365-375. https://doi.org/10.1057/s41262-018-0141-1
    77. Walsh, M. F., Page Winterich, K., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product and Brand Management, 19(2), 76-84. https://doi.org/10.1108/10610421011033421
    78. Watkins, B. A., & Gonzenbach, W. J. (2013). Assessing university brand personality through logos: An analysis of the use of academics and athletics in university branding. Journal of Marketing for Higher Education, 23(1), 15-33. http://dx.doi.org/10.1080/08841241.2013.805709
    79. Weerasinghe, I., & Fernando, R. L. S. (2018). Critical factors affecting students’ satisfaction with higher education in Sri Lanka. Quality Assurance in Education, 26(1), 115-130. https://doi.org/10.1108/QAE-04-2017-0014
    80. Wilson, E. J., & Elliot, E. A. (2016). Brand meaning in higher education: Leaving the shallows via deep metaphors. Journal of Business Research, 69(8), 3058-3068. https://doi.org/10.1016/j.jbusres.2016.01.021
    81. Yameen, M., Bharadwaj, S., & Ahmad, I. (2021). University brand as an employer: demystifying employee attraction and retention. Vilakshan-XIMB Journal of Management, 18(1), 26-41. https://doi.org/10.1108/XJM-08-2020-0061
    82. Yaping, X., Huong, N. T. T., Nam, N. H., Quyet, P. D., Khanh, C. T., & Anh, D. T. H. (2023). University brand: A systematic literature review. Heliyon, 9(6). https://doi.org/10.1016/j.heliyon.2023.e16825
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Copyright (c) 2024 Malque Publishing

How to cite

Thi Huyena, N., Van Haib, H., & Khac Licha, H. (2024). The antecedents and consequences of university brand: A systematic review. Multidisciplinary Reviews, 7(7), 2024141. https://doi.org/10.31893/multirev.2024141
Crossref
Scopus
Google Scholar
Europe PMC
  • Article viewed - 1087
  • PDF downloaded - 1274