Do UK universities communicate their brands effectively through their websites?

Authors: Chapleo, C., Durán, M.V.C. and Díaz, A.C.

Journal: Journal of Marketing for Higher Education

Volume: 21

Issue: 1

Pages: 25-46

eISSN: 1540-7144

ISSN: 0884-1241

DOI: 10.1080/08841241.2011.569589

Abstract:

This paper attempts to explore the effectiveness of UK universities' websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of 20 UK universities were investigated by using a combination of content and multivariable analysis. Results indicated 'traditional values' such as teaching and research were often well communicated in terms of online brand but 'emotional values' like social responsibility and the universities' environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation. © 2011 Taylor & Francis.

http://eprints.bournemouth.ac.uk/18987/

Source: Scopus

Do UK universities communicate their brands effectively through their websites?

Authors: Chapleo, C., Carrillo Durán, M.V. and Castillo Díaz, A.

Journal: Journal of Marketing for Higher Education

Volume: 21

Pages: 25-46

ISSN: 0884-1241

DOI: 10.1080/08841241.2011.569589

Abstract:

This paper attempts to explore the effectiveness of UK universities’ websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities’ environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation.

http://eprints.bournemouth.ac.uk/18987/

http://dx.doi.org/10.1080/08841241.2011.569589

Source: Manual

Preferred by: Chris Chapleo