Corporate identity management and employee brand support: enhancing marketisation in higher education sector

• Main Authors: Bahtiar Mohamad,, Ahmed Rageh Ismail,, Rosmiza Bidin,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2017
• Online Access: http://journalarticle.ukm.my/11420/1/20888-59705-3-PB.pdf; http://journalarticle.ukm.my/11420/; http://ejournal.ukm.my/mjc/issue/view/1002

Marketing literature has recognized Corporate Identity Management (CIM) in higher education sector as an important area of research. Moreover, current research trend within the continuum of CIM has indicated some ambiguities surrounding corporate identity in higher education. In fact, there is pauci...