Open AccessThe Role of University Identification on Students' Perceptions and University Branding Activities
Author(s) -
Nguyễn Thu Hương,
Nguyêñ Thị Thu Hương
Publication year - 2021
Publication title -
asian journal of education and social studies
Language(s) - English
Resource type - Journals
ISSN - 2581-6268
DOI - 10.9734/ajess/2021/v22i430537
Subject(s) - identification (biology) , perception , sociology , identity (music) , social identity theory , technical university , descriptive research , public relations , social exchange theory , point (geometry) , psychology , political science , library science , social science , computer science , social group , botany , physics , geometry , mathematics , neuroscience , acoustics , biology
University brand is becoming a topic of interest to most universities worldwide. This paper used the systematic review methodology to examine peer-reviewed journal articles. Practically, the study used a descriptive analysis and material evaluation to assess the different aspects of the university identification, students' perceptions and university branding activities. Base on the social identity theory and social exchange theory, the paper focuses on the role of university identification from students' perceptions in university branding activities. This may shed light upon clearer strategic university brand positioning in this highly competitive environment. Finally, apart from focusing the role of university identification, the study not only stimulates future research but provides a reference point for those being lecturers and students who are interested in the topics of university brand.