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

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.