The Role of University Identification on Students' Perceptions and University Branding Activities

Abstract

University brand is becoming a topic of interest to most universities worldwide. This paper used the systematic review methodology to examine peer-reviewed journal articles. Practically, the study used a descriptive analysis and material evaluation to assess the different aspects of the university identification, students' perceptions and university branding activities. Base on the social identity theory and social exchange theory, the paper focuses on the role of university identification from students' perceptions in university branding activities. ​This may shed light upon clearer strategic university brand positioning in this highly competitive environment. Finally, apart from focusing the role of university identification, the study not only stimulates future research but provides a reference point for those being lecturers and students who are interested in the topics of university brand.