File(s) not publicly available

Building a trustworthy university brand: An inside-out approach

chapter
posted on 04.11.2019, 00:00 by SK Roy, Saalem Sadeque, SB Makam
In today's competitive environment, higher education institutions (hereafter HEIs) are struggling to develop a competitive edge in the marketplace. Extant literature suggests that branding can offer HEIs an opportunity to help stakeholders differentiate them from competitors, build reputation, and attract prospective students (Chapleo, 2015). Strong brands can determine the success of HEIs as these act as surrogates for the quality and credibility of services offered to the students. This reduces students' perceived risk and increases their trust in the HEI (Khanna, Jacob, and Yadav, 2014).

History

Editor

Nguyen B; Melewar TC; Hemsley-Brown J

Start Page

196

End Page

216

Number of Pages

21

ISBN-13

9780429639432

Publisher

Routledge

Place of Publication

Abingdon, UK

Open Access

No

External Author Affiliations

University of Western Australia; Nottingham University Business School, China

Era Eligible

Yes

Number of Chapters

14