Understanding the Crucial Role of Brand Image in the Students’ Higher Education Institution Choice: A Review of the Literature of Higher Education Branding

Douaa Snadrou () and Malika Haoucha
Additional contact information
Douaa Snadrou: UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)
Malika Haoucha: UH2C - Université Hassan II de Casablanca = University of Hassan II Casablanca = جامعة الحسن الثاني (ar)

Post-Print from HAL

Abstract: This article provides an extensive literature review on the topic of branding in Higher Education, along with an exploration of the numerous aspects that influence students' choice of a Higher Education Institution (HEI). Within the competitive higher education landscape, branding has evolved into a vital part of HEI identity, image, and competitiveness, with a considerable impact on student decision-making. This review investigates the main concepts associated with branding and brand image in the educational context, beginning with the general branding concept and progressing to branding applied in this particular field, while taking into account the applicability and challenges of its transposition, before delving into the various perspectives of brand image, notably, the rational and emotional dimensions. By bringing together the existing body of knowledge concerning branding in higher education institutions, this article provides a better understanding of the impact of branding on the educational sector while also offering some insight into the appealing nature of the brand image throughout the students' decision to enroll in a HEI.

Keywords: Higher Education Institutions Brand image Students' Perception Decision-making Process; Higher Education Institutions; Brand image; Students' Perception; Decision-making Process (search for similar items in EconPapers)
Date: 2024-03-20
New Economics Papers: this item is included in nep-edu
Note: View the original document on HAL open archive server: https://hal.science/hal-05511521v1
References: Add references at CitEc
Citations:

Published in Journal of Marketing and Case Studies, 2024, ⟨10.5171/2024.224523⟩

Downloads: (external link)
https://hal.science/hal-05511521v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05511521

DOI: 10.5171/2024.224523

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().