Faculty responses to business school branding: a discursive approach

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title = "Faculty responses to business school branding: a discursive approach",
abstract = "PurposeThe branding of universities is increasingly recognized to present a different set of challenges than in corporate, for-profit sectors. The purpose of this paper is to investigate how faculty make sense of branding in the context of higher education, specifically considering branding initiatives in business schools.Design/methodology/approachThe paper is based on qualitative interviews with faculty regarding their responses to organizational branding at four business schools. Discourse analysis was used to analyze the interview data.FindingsThe study reveals varied, fluid and reflexive faculty interpretations of organizational branding. Faculty interviewed in the study adopted a number of stances towards their schools{\textquoteright} branding efforts. In particular, the study identifies three main faculty responses to branding: endorsement, ambivalence and cynicism.Originality/valueThe study contributes by highlighting the ambiguities and ambivalence generated by brand management initiatives in the higher education context, offering original insights into the multiple ways that faculty exploit, frame and resist attempts to brand their organizations. The authors conclude by discussing the implications of these findings for branding in university contexts.",
keywords = "branding, higher education, discourse analysis, business schools, brands",
author = "Sanne Frandsen and Manto Gotsi and Allanah Johnston and Andrea Whittle and Stephen Frenkel and Andr{\'e} Spicer",
year = "2018",
language = "English",
journal = "European Journal of Marketing",
issn = "0309-0566",
publisher = "Emerald Group Publishing Limited",