Branding higher education: an exploration of the role of internal branding on middle management in a university rebrand
Abstract
Although research on branding in higher education has grown, a specific focus on internal branding in this sector is still scarce. Brand support by mid-level administrative staff and deans is a key element in internal branding of a university. This study explores the extent to which internal branding contributes to this group’s understanding of and engagement with a public institution’s rebranding campaign. It identifies challenges and practice...
Paper Details
Title
Branding higher education: an exploration of the role of internal branding on middle management in a university rebrand
Published Date
Nov 28, 2019
Volume
26
Issue
2
Pages
131 - 149
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