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· 분류 : 외국도서 > 교육/자료 > 교육 > 고등교육
· ISBN : 9780367139421
· 쪽수 : 276쪽
· 출판일 : 2019-02-21
목차
Chapter 1: Introduction to Strategic Brand Management in Higher Education
Bang Nguyen, TC Melewar, and Jane Hemsley-Brown
PART I: STRATEGY
Chapter 2: Co-creating brand identity: The case of UK higher education
Julie Robson, Sanjit Kumar Roy, Chris Chapleo and Hsiao Sophie Yang
Chapter 3: Organisational culture in higher education branding: Branding the core values and beliefs
Claudia Simoes
Chapter 4: Brand leadership and brand support: Influencing employees via internal branding
Narissara Sujchaphong and Pakorn Sujchaphong
Chapter 5: Competition in higher education
Francesca Pucciarelli and Andreas Kaplan
PART II: PLANNING
Chapter 6: Corporate brand communication in higher education
Elif Karaosmanoglu and Gulberk Gultekin Salman
Chapter 7: Corporate design: What makes a favourable university logo?
Pantea Foroudi and Bang Nguyen
Chapter 8: Brand image and reputation development in higher education institutions
Adele Berndt and Linda D. Hollebeek
Chapter 9: Co-creation of value: A customer-integration approach
Tim Hughes and Ian Brooks
PART III: MEASUREMENT
Chapter 10: Measuring higher education brand performance and brand impact
Chris Chapleo and Louise Simpson
Chapter 11: Building a trustworthy university brand: An inside-out approach
Sanjit Roy, Saalem Sadeque and Sathyaprakash Balaji Makam
Chapter 12: Scale development in higher education: University corporate brand image, student satisfaction and student behavioural intention
Sharifah Faridah Syed Alwi and Norbani Che-Ha
Chapter 13: Evaluating branding scales in higher education
Lesley Ledden, Stavros P. Kalafatis and Ilia Protopapa
Chapter 14: Conclusion to Strategic Brand Management in Higher Education
Bang Nguyen, TC Melewar, and Jane Hemsley-Brown
