The university branding game: Players, interests, politics

Hanna-Mari Aula, Janne Tienari, Arild Wæraas

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

10 Citeringar (Scopus)

Sammanfattning

In this article, we argue that university branding can be understood as a political game. Analyzing a new university created in a merger, we demonstrate how branding is characterized by different interests among players with different means to influence brand development. We suggest that university branding is a fundamental question of organizational purpose, connected to identities and (dis-)identification of internal and external players in a particular socio-cultural and societal context, not a mere marketing and communications exercise.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftInternational Studies of Management and Organization
Volym45
Utgåva2
Sidor (från-till)164-179
Antal sidor16
ISSN0020-8825
DOI
StatusPublicerad - 2015
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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