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Internal brand co-creation: The experiential brand meaning cycle in higher education (2016)
Journal Article
Dean, D., Arroyo-Gamez, R. E., Pich, C., & Punjaisri, K. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of business research, 69(8), (3041-3048). doi:10.1016/j.jbusres.2016.01.019. ISSN 0148-2963

Higher education (HE) institutions need to adapt to the global environment but the complex nature of HE highlights the role of marketing and the internal market in realizing the brand identity, creating a challenge for developing a shared brand meani... Read More about Internal brand co-creation: The experiential brand meaning cycle in higher education.


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