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Abolhasani, Morteza and Oakes, Steve
(2017).
DOI: https://doi.org/10.1007/978-3-658-18731-6_14
URL: https://www.springer.com/la/book/9783658187309
Abstract
It is vitally important for universities to understand the external perceptions of their brand (Watkins and Gonzenbach, 2013). Intense competition among Higher Education (HE) institutions as well as decreased funding have forced universities to emphasise branding activities.