Brand Communication of Higher Education Institutions: a Call for Multichannel Communication Analysis in Higher Education Branding Research

Bruno Broucker, Kurt De Wit, J.L.J. Mampaey

Research output: Contribution to journalArticleAcademicpeer-review

2 Citations (Web of Science)

Abstract

Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer a possible explanation for this paradox, by proposing a more nuanced view on brand communication. Based on a multiple case study of three Flemish universities, our results mainly point at isomorphism in communication channels with a general focus that are addressed towards a broad audience. In specific communication channels, targeted towards specific stakeholders, we identify high levels of differentiation. We discuss these findings against the background of the strategic ambiguity perspective on communication in complex stakeholder environments.

Original languageEnglish
Pages (from-to)928-948
Number of pages21
JournalHigher Education Policy
Volume34
Issue number4
DOIs
Publication statusPublished - Jan 2020

Keywords

  • MANAGEMENT
  • MISSION STATEMENTS
  • ORGANIZATIONS
  • POLICIES
  • PUBLIC VALUE
  • UNIVERSITY
  • brand communication
  • communication channels
  • higher education branding
  • strategic ambiguity

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