Faculty responses to business school branding : a discursive approach
(2018) In European Journal of Marketing- Abstract
- Purpose
The branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate how faculty make sense of branding in the context of higher education, specifically considering branding initiatives in business schools.
Design/methodology/approach
The paper is based on qualitative interviews with faculty regarding their responses to organizational branding at four business schools. Discourse analysis was used to analyze the interview data.
Findings
The study reveals varied, fluid and reflexive faculty interpretations of organizational branding. Faculty interviewed in the study adopted... (More) - Purpose
The branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate how faculty make sense of branding in the context of higher education, specifically considering branding initiatives in business schools.
Design/methodology/approach
The paper is based on qualitative interviews with faculty regarding their responses to organizational branding at four business schools. Discourse analysis was used to analyze the interview data.
Findings
The study reveals varied, fluid and reflexive faculty interpretations of organizational branding. Faculty interviewed in the study adopted a number of stances towards their schools’ branding efforts. In particular, the study identifies three main faculty responses to branding: endorsement, ambivalence and cynicism.
Originality/value
The study contributes by highlighting the ambiguities and ambivalence generated by brand management initiatives in the higher education context, offering original insights into the multiple ways that faculty exploit, frame and resist attempts to brand their organizations. The authors conclude by discussing the implications of these findings for branding in university contexts. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/b482830d-dcc2-4533-9d5d-552fc5c9b041
- author
- Frandsen, Sanne LU ; Gotsi, Manto ; Johnston, Allanah ; Whittle, Andrea ; Frenkel, Stephen and Spicer, André
- organization
- publishing date
- 2018
- type
- Contribution to journal
- publication status
- epub
- subject
- keywords
- branding, higher education, discourse analysis, business schools, brands
- in
- European Journal of Marketing
- pages
- 26 pages
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:85045648076
- ISSN
- 0309-0566
- language
- English
- LU publication?
- yes
- id
- b482830d-dcc2-4533-9d5d-552fc5c9b041
- date added to LUP
- 2018-02-19 21:36:04
- date last changed
- 2022-04-25 05:38:51
@article{b482830d-dcc2-4533-9d5d-552fc5c9b041, abstract = {{<b>Purpose</b><br/>The branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate how faculty make sense of branding in the context of higher education, specifically considering branding initiatives in business schools.<br/><br/><b>Design/methodology/approach</b><br/>The paper is based on qualitative interviews with faculty regarding their responses to organizational branding at four business schools. Discourse analysis was used to analyze the interview data.<br/><br/><b>Findings</b><br/>The study reveals varied, fluid and reflexive faculty interpretations of organizational branding. Faculty interviewed in the study adopted a number of stances towards their schools’ branding efforts. In particular, the study identifies three main faculty responses to branding: endorsement, ambivalence and cynicism.<br/><br/><b>Originality/value</b><br/>The study contributes by highlighting the ambiguities and ambivalence generated by brand management initiatives in the higher education context, offering original insights into the multiple ways that faculty exploit, frame and resist attempts to brand their organizations. The authors conclude by discussing the implications of these findings for branding in university contexts.}}, author = {{Frandsen, Sanne and Gotsi, Manto and Johnston, Allanah and Whittle, Andrea and Frenkel, Stephen and Spicer, André}}, issn = {{0309-0566}}, keywords = {{branding; higher education; discourse analysis; business schools; brands}}, language = {{eng}}, publisher = {{Emerald Group Publishing Limited}}, series = {{European Journal of Marketing}}, title = {{Faculty responses to business school branding : a discursive approach}}, year = {{2018}}, }