Have a personal or library account? Click to login
Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success Cover

Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success

Open Access
|Jun 2024

References

  1. Abramo, G., D'Angelo, C. A., & Di Costa, F. (2017). Specialization versus diversification in research activities: the extent, intensity and relatedness of field diversification by individual scientists. Scientometrics, 112, 1403–1418, https://doi.org/10.1007/s11192-017-2426-7.
  2. Amankwah-Amoah, J., Khan, Z., Ifere, S. E., Nyuur, R. B., & Khan, H. (2022). Entrepreneurs' learning from business failures: an emerging market perspective. British Journal of Management, 33(4), 1735–1756, https://doi.org/10.1016/j.scaman.2015.02.003.
  3. Ankrah, S., & Omar, A. T. (2015). Universities–industry collaboration: A systematic review. Scandinavian Journal of Management, 31(3), 387–408, https://doi.org/10.1016/j.scaman.2015.02.003.
  4. Bezrukova, T., Igolkin, S. L., Salikov, Y., Smolyaninova, I. V., & Akhmedov, A. (2019). Innovational approach to diversification of activities of a modern university on the basis of remote education. International Journal of Educational Management, 33(3), 486–493, https://doi.org/10.1108/IJEM-08-2018-0268.
  5. Campagna, C. L., Donthu, N., & Yoo, B. (2023). Brand authenticity: literature review, comprehensive definition, and an amalgamated scale. Journal of Marketing Theory and Practice, 31(2), 129–145, https://doi.org/10.1080/10696679.2021.2018937.
  6. Chailan, C. (2008). Brands portfolios and competitive advantage: an empirical study. Journal of Product & Brand Management, 17(4), 254–264, https://doi.org/10.1108/10610420810887608.
  7. Coventry University. (2023). Research Strategy. https://www.coventry.ac.uk/globalassets/media/global/08-new-research-section/coventry-university-2030-research-strategy.pdf (dated 30.11.2023).
  8. Crane, D. (1965). Scientists at major and minor universities: A study of productivity and recognition. American Sociological Review, 30(5), 699–714, https://doi.org/10.2307/2091138.
  9. Cvetanović, S., & Grujić, M. (2021). Innovation in the Function of Brand Strengthening. Knowledge-International Journal, 45(1), 307–311.
  10. Da Camara, N. Z. (2011). Identity, Image and Reputation. In: Helm, S., Liehr-Gobbers, K., Storck, C. (Eds.) Reputation Management. Management for Professionals. Springer, Berlin, Heidelberg, 47–58, https://doi.org/10.1007/978-3-642-19266-1_6.
  11. De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1–3), 157–179, https://doi.org/10.1362/026725799784870432.
  12. Dinnie, K. (2022). Nation branding: Concepts, issues, practice. Routledge.
  13. Eisingerich, A. B., & Bell, S. J. (2007). Maintaining customer relationships in high credence services. Journal of Services Marketing, 21(4), 253–262, https://doi.org/10.1108/08876040710758559.
  14. Etzkowitz, H. (1983). Entrepreneurial scientists and entrepreneurial universities in American academic science. Minerva, 21(2/3), 198–233.
  15. Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: the role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163, https://doi.org/10.3390/joitmc8030163.
  16. Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students' identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830–854, https://doi.org/10.1108/APJML-07-2018-0242.
  17. Figueiredo, N. L., & Ferreira, J. J. (2022). More than meets the partner: a systematic review and agenda for University–Industry cooperation. Management Review Quarterly, 72(1), 231–273, https://doi.org/10.1007/s11301-020-00209-2.
  18. Forbes (2023). The 2024 Best World Universities, Oxford At The Top, Ranked By Times Higher Education, https://www.forbes.com/sites/ceciliarodriguez/2023/09/27/the-2024-best-world-universities-oxford-at-the-top-ranked-by-times-higher-education/?sh=2ec4a3e15582 (dated on 06.06.2024).
  19. Gillespie Finney, T., & Zachary Finney, R. (2010). Are students their universities' customers? An exploratory study. Education+ Training, 52(4), 276–291, https://doi.org/10.1108/00400911011050954.
  20. Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022, https://doi.org/10.1016/j.jbusres.2016.01.016.
  21. Humphreys, M. & A.D. Brown (2002). Narratives of organizational identity and identification: a case study of hegemony and resistance. Organization Studies 23, 421–447.
  22. Kall, J. (2001), Silna marka – Istota i kreowanie [Brand Strength – Essence and Creation]. Wydawnictwo PWE. [in Polish].
  23. Kall, J. (2006). Istota marki [The Essence of Brand]. Integracja Europejska, 3, 60–64. [in Polish].
  24. Kranz, J.H. (2010). Encyclopaedia of Research Design, Sage Publications.
  25. Kuenzel, S. and Halliday, S.V. (2010), The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3/4), 167–176, https://doi.org/10.1057/jt.2010.15.
  26. Le Ray, G., & Pinson, P. (2020). The ethical smart grid: Enabling a fruitful and long-lasting relationship between utilities and customers. Energy Policy, 140, 111258, https://doi.org/10.1016/j.enpol.2020.111258.
  27. Manzie, R. (2003). Why customers come back: How to create lasting customer loyalty. Red Wheel/Weiser.
  28. Mardhiyah, R. S., & Azizah, N. (2018). Strengthening brand knowledge through brand orientation and brand involvement. Nusantara Science and Technology Proceedings, 245–251, https://doi.org/10.11594/nstp.2019.0434.
  29. Mascarenhas, C., Ferreira, J. J., & Marques, C. (2018). University–industry cooperation: A systematic literature review and research agenda. Science and Public Policy, 45(5), 708–718, https://doi.org/10.1093/scipol/scy003.
  30. Morgan, R. M., & Hunt, S. (1999). Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. Journal of Business Research, 46(3), 281–290, https://doi.org/10.1016/S0148-2963(98)00035-6.
  31. Radomir, L., Plaias, I., & Nistor, V. C. (2014). Corporate reputation, image and identity: conceptual approaches. In The Proceedings of the International Conference “Marketing-from Information to Decision” (p. 219). Babes Bolyai University.
  32. Srivastava, R. K. (2011). Understanding brand identity confusion. Marketing Intelligence & Planning, 29(4), 340–352, https://doi.org/10.1108/02634501111138527.
  33. Stock, F. (2009). Identity, image and brand: A conceptual framework. Place Branding and Public Diplomacy, 5, 118–125, https://doi.org/10.1057/pb.2009.2.
  34. Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers' purchasing decisions. CommIT (Communication and Information Technology) Journal, 16(1), 918, https://doi.org/10.21512/commit.v16i1.7583.
  35. Times Higher Education (2023). World University Rankings 2024 Methodology. https://www.timeshighereducation.com/sites/default/files/the_2024_world_university_rankings_methodology.pdf (dated on 30.11.2023).
  36. Vesal, M., Siahtiri, V., & O'Cass, A. (2021). Strengthening B2B brands by signalling environmental sustainability and managing customer relationships. Industrial Marketing Management, 92, 321–331, https://doi.org/10.1016/j.indmarman.2020.02.024.
DOI: https://doi.org/10.2478/minib-2024-0011 | Journal eISSN: 2353-8414 | Journal ISSN: 2353-8503
Language: English
Page range: 88 - 104
Submitted on: Nov 30, 2023
|
Accepted on: Apr 10, 2024
|
Published on: Jun 25, 2024
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year

© 2024 Ludmiła Walaszczyk, published by ŁUKASIEWICZ RESEARCH NETWORK – INSTITUTE OF AVIATION
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.