Branding in higher education: a bibliometric analysis and research agenda

被引：0

作者：

Le, Quynh Hoa ^{[1
]}

Fuller, Rachel ^{[2
]}

Hoang, Thu-Hang ^{[1
]}

Nguyen, Ninh ^{[3
,4
]}

机构：

[1] Univ Econ, Sch Int Business Mkt, Ho Chi Minh City, Vietnam

[2] Univ South Australia, Ehrenberg Bass Inst Mkt Sci, Adelaide, Australia

[3] RMIT Univ, Grad Sch Business & Law, Melbourne, Australia

[4] Thuongmai Univ, Ctr Sci & Technol Res & Dev, Hanoi, Vietnam

来源：

JOURNAL OF MARKETING FOR HIGHER EDUCATION | 2023年

关键词：

Higher education; branding strategy; branding framework; brand components; bibliometric analysis; systematic review; SOCIAL MEDIA; UNIVERSITY BRAND; CO-CREATION; SERVICE BRAND; DOMINANT LOGIC; IMAGE; MANAGEMENT; SATISFACTION; LOYALTY; IDENTIFICATION;

D O I：

10.1080/08841241.2023.2289020

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In recent years, there has been an influx of research in higher education (HE) branding, which has emerged as an important strategy for HE institutions to gain a competitive advantage and increase market share. This study aims to uncover the intellectual structure and emerging trends of HE branding by performing a bibliometric analysis on 435 research articles retrieved from the Web of Science between 1998 and 2021. Two bibliometric techniques were applied: co-citation analysis and co-word analysis. The co-citation analysis revealed five clusters of HE branding literature: (i) HE brands and branding frameworks; (ii) Antecedents and consequences of HE brand components; (iii) Internationalization in HE branding; (iv) HE communication strategies; and (v) HE brand value co-creation. The co-word analysis emphasized the importance of the co-creation of HE brand value as a key research theme from 2016 onwards. This study also offers future research directions to advance the HE branding literature.

引用

页数：24

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