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Original scientific paper

University and place branding: The case of universities located in ECC (European Capital of Culture) cities

Gábor Rekettye
Gyöngyi Pozsgai

Fulltext: english, PDF (686 KB) pages 13-24 downloads: 1.492* cite
APA 6th Edition
Rekettye, G. & Pozsgai, G. (2015). University and place branding: The case of universities located in ECC (European Capital of Culture) cities. Ekonomski vjesnik, 28 (S), 13-24. Retrieved from https://hrcak.srce.hr/137444
MLA 8th Edition
Rekettye, Gábor and Gyöngyi Pozsgai. "University and place branding: The case of universities located in ECC (European Capital of Culture) cities." Ekonomski vjesnik, vol. 28, no. S, 2015, pp. 13-24. https://hrcak.srce.hr/137444. Accessed 26 Oct. 2021.
Chicago 17th Edition
Rekettye, Gábor and Gyöngyi Pozsgai. "University and place branding: The case of universities located in ECC (European Capital of Culture) cities." Ekonomski vjesnik 28, no. S (2015): 13-24. https://hrcak.srce.hr/137444
Harvard
Rekettye, G., and Pozsgai, G. (2015). 'University and place branding: The case of universities located in ECC (European Capital of Culture) cities', Ekonomski vjesnik, 28(S), pp. 13-24. Available at: https://hrcak.srce.hr/137444 (Accessed 26 October 2021)
Vancouver
Rekettye G, Pozsgai G. University and place branding: The case of universities located in ECC (European Capital of Culture) cities. Ekonomski vjesnik [Internet]. 2015 [cited 2021 October 26];28(S):13-24. Available from: https://hrcak.srce.hr/137444
IEEE
G. Rekettye and G. Pozsgai, "University and place branding: The case of universities located in ECC (European Capital of Culture) cities", Ekonomski vjesnik, vol.28, no. S, pp. 13-24, 2015. [Online]. Available: https://hrcak.srce.hr/137444. [Accessed: 26 October 2021]

Abstracts

In the globalising landscape of higher education more and more universities are going international. These universities are facing growing competition, especially in enrolling international students. International competition forces them to use marketing and especially branding activity. University branding requires that the higher education institutions clearly define their differentiating features. One of the most important differentiating features is the place where the institution is located. University and place branding should work together to help the potential students in their decisions to choose the place of their study. The ECC (European Capital of Culture) program which started in 1985 has helped many cities to identify their values and to develop their place branding activities. The study examines how the European Capital of Culture designation of the city helped the marketing activities of the universities located in these cities. The study attempts to explore to what extent universities located in ECCs used this special feature of their cities in their international marketing communication. The paper also attempts to analyse the effects the European Capital of Culture title could have on the international student enrolment activity of the concerned universities.

Keywords
university branding; place branding; European Capital of Culture; cross marketing; student enrolment

Hrčak ID: 137444

URI
https://hrcak.srce.hr/137444

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