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• W3003420002 abstract "Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer a possible explanation for this paradox, by proposing a more nuanced view on brand communication. Based on a multiple case study of three Flemish universities, our results mainly point at isomorphism in communication channels with a general focus that are addressed towards a broad audience. In specific communication channels, targeted towards specific stakeholders, we identify high levels of differentiation. We discuss these findings against the background of the strategic ambiguity perspective on communication in complex stakeholder environments." @default.
• W3003420002 created "2020-02-07" @default.
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• W3003420002 date "2020-01-30" @default.
• W3003420002 modified "2023-10-13" @default.
• W3003420002 title "Brand Communication of Higher Education Institutions: a Call for Multichannel Communication Analysis in Higher Education Branding Research" @default.
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• W3003420002 doi "https://doi.org/10.1057/s41307-020-00178-x" @default.
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