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Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights

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  • Balmer, John M.T.
  • Mahmoud, Rudiana
  • Chen, Weifeng

Abstract

This study scrutinizes how places meaningfully burnish corporate brand attractiveness and identification. To date, extant research adopts a mono-lateral, rather than multi-lateral perspective. Marshalling the corporate brand identification theoretical perspective, the findings make a theoretical advance by explicating how a nascent corporate brand can be enhanced through its positive associations with places. The research setting for this study was a newly-established business school and the research focused on international postgraduate students who are a key business school constituency. In this study, the tripartite place associations which meaningfully enhanced customer corporate brand attractiveness and identification were found to be country, city, and corporate locale.

Suggested Citation

  • Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    • Handle: RePEc:eee:jbrese:v:116:y:2020:i:c:p:628-641
    DOI: 10.1016/j.jbusres.2019.03.015
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