The Role of University Identification on Students' Perceptions and University Branding Activities
Asian Journal of Education and Social Studies,
University brand is becoming a topic of interest to most universities worldwide. This paper used the systematic review methodology to examine peer-reviewed journal articles. Practically, the study used a descriptive analysis and material evaluation to assess the different aspects of the university identification, students' perceptions and university branding activities. Base on the social identity theory and social exchange theory, the paper focuses on the role of university identification from students' perceptions in university branding activities. This may shed light upon clearer strategic university brand positioning in this highly competitive environment. Finally, apart from focusing the role of university identification, the study not only stimulates future research but provides a reference point for those being lecturers and students who are interested in the topics of university brand.
- University brand
- university identification
- students' perceptions
- university branding activities
How to Cite
Palmer A, Koenig-Lewis N, Asaad Y. Brand identification in higher education: A conditional process analysis. Journal of Business Research 2016, 69(8), 3033-3040.
Hemsley‐Brown J, Oplatka I. Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of public sector management 2006;19(4):316-338.
Fazli-Salehi, Reza, Mohammad Azadi, Ivonne M Torres, and Miguel Ángel Zúñiga. "Antecedents and Outcomes of Brand Identification with Apple Products among Iranian Consumers." Journal of Relationship Marketing. 2021;20(2):135-155.
El Hedhli, Kamel, Haithem Zourrig, and Imene Becheur. "Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions." Journal of Retailing and Consumer Services. 2021;58:102260.
Gray, Brendan J, Kim Shyan Fam, and Violeta A. Llanes. Branding universities in Asian markets. Journal of Product & Brand Management 2003;12(2):108-120.
Atmaja, Billy Surya, and Andy Susilo Lukito Budi. The Effect of Brand DNA on the Interactive Marketing: Perspective of Junior Lecturers from the Faculty of Economics of a Catholic University. Procedia-Social and Behavioral Sciences 2016;224:459-466.
Twum, Kojo Kakra, Andrews Agya Yalley, Gloria Kakrabah-Quarshie Agyapong, and Daniel Ofori. The influence of Public University library service quality and library Brand image on user loyalty." International Review on Public and Nonprofit Marketing 2020;18(2):207-227.
Foroudi, Pantea, Qionglei Yu, Suraksha Gupta, and Mohammad M Foroudi. 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour. Technological Forecasting and Social Change 138: 218-227.
Ashforth Blake E, Fred Mael. Social identity theory and the organization." Academy of management review. 1989;14 (1):20-39.
Blau, PM. "1964 Exchange and power in social life. New York: Wiley; 1964.
Sheehan Cathy, Tse Leng Tham, Peter Holland, and Brian Cooper. "Psychological contract fulfilment, engagement and nurse professional turnover intention. International Journal of Manpower. 2019; 40(1):2-16.
Carlson BD, Donavan DT, Cumiskey KJ. Consumer‐brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management 2009;37(4):370-384.
Kim CK, Han D, Park SB. The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese psychological research 2001;43(4):195-206.
Sarkar A, Sreejesh S. Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management 2014;23(1): 12-22.
Eisend, M, Stokburger-Sauer NE. Brand personality: A meta-analytic review of antecedents and consequences. Journal Marketing Letters 2013;24(3):205-216.
Becerra EP Badrinarayanan V. The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management 2013; 22(5/6):371-383.
Stokburger-Sauer N, Ratneshwar, S, Sen S. Drivers of consumer–brand identification. International journal of research in marketing 2012;29(4):406-418.
Tuškej U, Golob U, Podnar K. The role of consumer–brand identification in building brand relationships. Journal of business research 2013;66(1):53-59.
Casidy R. The role of brand orientation in the higher education sector: a student-perceived paradigm. Asia Pacific Journal of Marketing and Logistics 2013;25(5): 803-820.
Wilkins S, Huisman J. Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of studies in international education 2013; 17(5):607-623.
Cameron JE. Social identity and the pursuit of possible selves: Implications for the psychological well-being of university students. Group Dynamics: Theory, Research, and Practice 1999;3(3):179.
Balaji M, Roy SK, Sadeque S. Antecedents and consequences of university brand identification. Journal of Business Research. 2016;69(8):3023-3032.
Halbesleben JR, Wheeler AR. Student identification with business education models: Measurement and relationship to educational outcomes. Journal of Management Education 2009;33(2):166-195.
Tajfel H. Social categorization, social identity and social comparison. Differentiation between social group 1978; 61-76.
Bhattacharya CB, Sen S. Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of marketing 2003;67(2):76-88.
Hysi V, Shyle I. The image and perceived quality of universities as important dimensions for building university brand equity-case study involving Albanian students. Image 2015;2(2).
Bove LL, Pervan SJ, Beatty SE, Shiu E. Service worker role in encouraging customer organizational citizenship behaviors. Journal of business research 2009;62(7):698-705.
Stephenson AL, Yerger DB. Does brand identification transform alumni into university advocates? International Review on Public and Nonprofit Marketing 2014; 11(3):243-262.
Oja BD, Bass JR, Gordon BS. Conceptualizing employee identification with sport organizations: Sport Employee Identification (SEI). Sport Management Review 2015;18(4):583-595.
Blau P. Exchange and power in social life. New York: Wiley; 1964.
Cialdini RB, Borden RJ, Thorne A Walker, MR, Freeman S, Sloan, LR. Basking in reflected glory: Three (football) field studies. Journal of personality and social psychology 1976;34(3):366.
Curtis T, Abratt R, Minor W. Corporate brand management in higher education: the case of ERAU. Journal of Product & Brand Management 2009;18(6):404-413.
Ali-Choudhury, R.; Bennett, R.; Savani, S. University marketing directors’ views on the components of a university brand. International review on public and nonprofit marketing 2009;6(1):11.
Judson KM, Aurand TW, Gorchels L, Gordon GL. Building a university brand from within: University administrators' perspectives of internal branding. Services Marketing Quarterly 2008;30(1):54-68.
Nguyen B, Yu X, Melewar T, Hemsley-Brown J. Brand ambidexterity and commitment in higher education: An exploratory study. Journal of Business Research 2016;69(8):3105-3112.
Wæraas; Arild, Solbakk Marianne. Defining the essence of a university: lessons from higher education branding. Higher Education 2009;57(4):49-462.
Volkwein, JF, Parmley K. Comparing administrative satisfaction in public and private universities. Research in Higher Education 2000;41(1):95-116.
Lawlor, J. Brand identity. Currents 1998; 24(9):16-23.
Berger KA, Wallingford HP. Developing advertising and promotion strategies for higher education. Journal of Marketing for Higher Education 1997;7(4):61-72.
Alwi S, Che-Ha N, Nguyen B, Ghazali EM, Mutum DM, Kitchen PJ. Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research: An International Journal 2020;23(1):47-68.
Abstract View: 136 times
PDF Download: 72 times