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Branding in higher education: a bibliometric analysis and research agenda

Author

Listed:
  • Quynh Hoa Le
  • Rachel Fuller
  • Thu-Hang Hoang
  • Ninh Nguyen

Abstract

In recent years, there has been an influx of research in higher education (HE) branding, which has emerged as an important strategy for HE institutions to gain a competitive advantage and increase market share. This study aims to uncover the intellectual structure and emerging trends of HE branding by performing a bibliometric analysis on 435 research articles retrieved from the Web of Science between 1998 and 2021. Two bibliometric techniques were applied: co-citation analysis and co-word analysis. The co-citation analysis revealed five clusters of HE branding literature: (i) HE brands and branding frameworks; (ii) Antecedents and consequences of HE brand components; (iii) Internationalization in HE branding; (iv) HE communication strategies; and (v) HE brand value co-creation. The co-word analysis emphasized the importance of the co-creation of HE brand value as a key research theme from 2016 onwards. This study also offers future research directions to advance the HE branding literature.

Suggested Citation

  • Quynh Hoa Le & Rachel Fuller & Thu-Hang Hoang & Ninh Nguyen, 2025. "Branding in higher education: a bibliometric analysis and research agenda," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(3), pages 696-719, December.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:3:p:696-719
    DOI: 10.1080/08841241.2023.2289020
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