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CHEN Shu-Ching
Department Ritsumeikan Asia Pacific University College of International Management Position Professor |
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| Language | English |
| Publication Date | 2025 |
| Type | Research paper |
| Peer Review | Peer reviewed |
| Title | University Branding: Student Experience, Value Perception, and Consumption Journey |
| Contribution Type | Single Work |
| Journal | Journal of Marketing for Higher Education |
| Journal Type | Another Country |
| Publisher | Routledge |
| Volume, Issue, Page | 35(2),pp.187-206 |
| Details | 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. |
| URL for researchmap | https://www.tandfonline.com/doi/abs/10.1080/08841241.2022.2109092 |