Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights

John M.T. Balmer, Rudiana Mahmoud and Weifeng Chen

Journal of Business Research, 2020, vol. 116, issue C, 628-641

Abstract: This study scrutinizes how places meaningfully burnish corporate brand attractiveness and identification. To date, extant research adopts a mono-lateral, rather than multi-lateral perspective. Marshalling the corporate brand identification theoretical perspective, the findings make a theoretical advance by explicating how a nascent corporate brand can be enhanced through its positive associations with places. The research setting for this study was a newly-established business school and the research focused on international postgraduate students who are a key business school constituency. In this study, the tripartite place associations which meaningfully enhanced customer corporate brand attractiveness and identification were found to be country, city, and corporate locale.

Keywords: Corporate brands; Corporate brand identification; Higher education; Place brands; Social identity theory; Business schools (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:116:y:2020:i:c:p:628-641

DOI: 10.1016/j.jbusres.2019.03.015

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