チェン シューチン   CHEN Shu-Ching    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
言語種別	英語
発行・発表の年月	2025
形態種別	学術論文
査読	査読あり
標題	University Branding: Student Experience, Value Perception, and Consumption Journey
執筆形態	単著
掲載誌名	Journal of Marketing for Higher Education
掲載区分	国外
出版社・発行元	Routledge
巻・号・頁	35(2),pp.187-206
概要	This study provides empirical insights into university branding and links it to student experience, value perception, and consumption journey. It also explores the relationship between these factors and their assistance to university brands in tackling the global issue of international student mobility. Empirical evidence of the interactions among these factors and branding supports the importance and feasibility of integrating these aspects into university branding. Thus, this study theoretically contributes to branding research by introducing the concepts of consumer experience, customer value, and consumer journey into the studies of branding in the context of higher education and their associations with university branding. It also provides managerial implications for branding a university from the aspects of student experience, value perception, and the consumption journey to address the issue of global student mobility.
researchmap用URL	https://www.tandfonline.com/doi/abs/10.1080/08841241.2022.2109092