TY - JOUR
T1 - Service branding from the perspective of higher education administrators
AU - Endo, Ana Claudia Braun
AU - de Farias, Luiz Alberto
AU - Coelho, Pedro Simões
N1 - Endo, A. C. B., de Farias, L. A., & Coelho, P. S. (2019). Service branding from the perspective of higher education administrators. Marketing Intelligence and Planning, 37(4), 401-416. https://doi.org/10.1108/MIP-06-2018-0237---%ABS1%
PY - 2019/1/1
Y1 - 2019/1/1
N2 - Purpose: The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking in this sector. Design/methodology/approach: Adopting a qualitative approach, 22 in-depth interviews were performed in Brazilian HEAs to analyze service branding as a strategic institutional process in this context. Findings: Findings reveal that service branding depends on several factors, e.g., in this case, deep integration between branding and services, leadership involvement, strong value propositions, sharing of strategic guidelines, branding experiences and, finally, credibility and reputation. Excellence of service is considered essential in higher education (HE) and, therefore, service branding faces the challenge of promoting the provision of quality services. Originality/value: Although there have been many studies relating to HE and branding, few authors have studied service branding in educational sector and which issues must be observed in a competitive marketplace.
AB - Purpose: The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking in this sector. Design/methodology/approach: Adopting a qualitative approach, 22 in-depth interviews were performed in Brazilian HEAs to analyze service branding as a strategic institutional process in this context. Findings: Findings reveal that service branding depends on several factors, e.g., in this case, deep integration between branding and services, leadership involvement, strong value propositions, sharing of strategic guidelines, branding experiences and, finally, credibility and reputation. Excellence of service is considered essential in higher education (HE) and, therefore, service branding faces the challenge of promoting the provision of quality services. Originality/value: Although there have been many studies relating to HE and branding, few authors have studied service branding in educational sector and which issues must be observed in a competitive marketplace.
KW - Brazil
KW - Higher education
UR - http://www.scopus.com/inward/record.url?scp=85063260168&partnerID=8YFLogxK
UR - http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000469415000004
U2 - 10.1108/MIP-06-2018-0237
DO - 10.1108/MIP-06-2018-0237
M3 - Article
AN - SCOPUS:85063260168
SN - 0263-4503
VL - 37
SP - 401
EP - 416
JO - Marketing Intelligence and Planning
JF - Marketing Intelligence and Planning
IS - 4
ER -