IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v29y2019i2p153-172.html
   My bibliography  Save this article

A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education

Author

Listed:
  • Rod Missaghian
  • Roger Pizarro Milian

Abstract

Research on promotional behavior within higher education has exploded over the last two decades, spurred on by the intensification of student recruitment. To date, studies have focused on mapping the content of conventional promotional texts (e.g. viewbooks, web sites), to identify how institutions depict themselves through them. By comparison, recruitment events, such as exhibitions or fairs, have received limited scholarly attention. This study aims to ameliorate this gap within the present literature, using observational methods and collaborative auto-ethnography to analyze branding strategies and broader social dynamics within a prominent Canadian university fair. Using such methods, this study identifies (i) variance in the uptake of ‘house of brands’ and ‘branded house’ strategies, (ii) diverging degrees of student interest across institutional types, along with (iii) ‘niche’-oriented marketing tactics across information booths. Observed patterns are theorized from the standpoint of contemporary research within the field of organizational sociology and higher education marketing.

Suggested Citation

  • Rod Missaghian & Roger Pizarro Milian, 2019. "A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 153-172, July.
    • Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:153-172
    DOI: 10.1080/08841241.2018.1549183
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08841241.2018.1549183
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08841241.2018.1549183?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:153-172. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.