Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

By Brandi A. Watkins, William J. Gonzenbach. 2013

145 citations recorded by the source corpus.

Subfields: Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/5506b47794addd91a07125dac0a0a06af423c920

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Philipp A. Rauschnabel
2. J. Nadeau
3. Björn Seven Ivens
4. Fiona Lettice
5. T. Melewar
6. Barry J. Babin
7. Bang Nguyen
8. Richard N. Rutter

In Strategy and Management

1. J. Hemsley‐Brown
2. T. Melewar
3. Bang Nguyen
4. Xiaoyu Yu

Citations in the corpus

• Brand ambidexterity and commitment in higher education: An exploratory study (2016, background): “…much to gain from the benefits of successful branding, which is already well established in the private sector, but more research is needed that specifically relates to the branding efforts of public sector organizations, such as non-profit colleges and universities (Watkins & Gonzenbach, 2013).”
• Brand personality in higher education: anthropomorphized university marketing communications (2017, background): “Research on the perceived meaning of logos indicated that those perceived as more ‘academic’ were associated with competence (Watkins & Gonzenbach, 2013).”
• Brand management in higher education: The University Brand Personality Scale (2016, background): “Another unique challenge within higher education research is the external stakeholders' influence on the success of the institution (Watkins & Gonzenbach, 2013).”