Prestige in Partnership: A Case Study in Leveraging University Excellence to Elevate Brand Success

Abramo, G., D'Angelo, C. A., & Di Costa, F. (2017). Specialization versus diversification in research activities: the extent, intensity and relatedness of field diversification by individual scientists. Scientometrics, 112, 1403–1418, https://doi.org/10.1007/s11192-017-2426-7. AbramoG. D'AngeloC. A. Di CostaF. 2017 Specialization versus diversification in research activities: the extent, intensity and relatedness of field diversification by individual scientists Scientometrics 112 1403 1418 https://doi.org/10.1007/s11192-017-2426-7. Search in Google Scholar

Amankwah-Amoah, J., Khan, Z., Ifere, S. E., Nyuur, R. B., & Khan, H. (2022). Entrepreneurs' learning from business failures: an emerging market perspective. British Journal of Management, 33(4), 1735–1756, https://doi.org/10.1016/j.scaman.2015.02.003. Amankwah-AmoahJ. KhanZ. IfereS. E. NyuurR. B. KhanH. 2022 Entrepreneurs' learning from business failures: an emerging market perspective British Journal of Management 33 4 1735 1756 https://doi.org/10.1016/j.scaman.2015.02.003. Search in Google Scholar

Ankrah, S., & Omar, A. T. (2015). Universities–industry collaboration: A systematic review. Scandinavian Journal of Management, 31(3), 387–408, https://doi.org/10.1016/j.scaman.2015.02.003. AnkrahS. OmarA. T. 2015 Universities–industry collaboration: A systematic review Scandinavian Journal of Management 31 3 387 408 https://doi.org/10.1016/j.scaman.2015.02.003. Search in Google Scholar

Bezrukova, T., Igolkin, S. L., Salikov, Y., Smolyaninova, I. V., & Akhmedov, A. (2019). Innovational approach to diversification of activities of a modern university on the basis of remote education. International Journal of Educational Management, 33(3), 486–493, https://doi.org/10.1108/IJEM-08-2018-0268. BezrukovaT. IgolkinS. L. SalikovY. SmolyaninovaI. V. AkhmedovA. 2019 Innovational approach to diversification of activities of a modern university on the basis of remote education International Journal of Educational Management 33 3 486 493 https://doi.org/10.1108/IJEM-08-2018-0268. Search in Google Scholar

Campagna, C. L., Donthu, N., & Yoo, B. (2023). Brand authenticity: literature review, comprehensive definition, and an amalgamated scale. Journal of Marketing Theory and Practice, 31(2), 129–145, https://doi.org/10.1080/10696679.2021.2018937. CampagnaC. L. DonthuN. YooB. 2023 Brand authenticity: literature review, comprehensive definition, and an amalgamated scale Journal of Marketing Theory and Practice 31 2 129 145 https://doi.org/10.1080/10696679.2021.2018937. Search in Google Scholar

Chailan, C. (2008). Brands portfolios and competitive advantage: an empirical study. Journal of Product & Brand Management, 17(4), 254–264, https://doi.org/10.1108/10610420810887608. ChailanC. 2008 Brands portfolios and competitive advantage: an empirical study Journal of Product & Brand Management 17 4 254 264 https://doi.org/10.1108/10610420810887608. Search in Google Scholar

Coventry University. (2023). Research Strategy. https://www.coventry.ac.uk/globalassets/media/global/08-new-research-section/coventry-university-2030-research-strategy.pdf (dated 30.11.2023). Coventry University 2023 Research Strategy https://www.coventry.ac.uk/globalassets/media/global/08-new-research-section/coventry-university-2030-research-strategy.pdf (dated 30.11.2023). Search in Google Scholar

Crane, D. (1965). Scientists at major and minor universities: A study of productivity and recognition. American Sociological Review, 30(5), 699–714, https://doi.org/10.2307/2091138. CraneD. 1965 Scientists at major and minor universities: A study of productivity and recognition American Sociological Review 30 5 699 714 https://doi.org/10.2307/2091138. Search in Google Scholar

Cvetanović, S., & Grujić, M. (2021). Innovation in the Function of Brand Strengthening. Knowledge-International Journal, 45(1), 307–311. CvetanovićS. GrujićM. 2021 Innovation in the Function of Brand Strengthening Knowledge-International Journal 45 1 307 311 Search in Google Scholar

Da Camara, N. Z. (2011). Identity, Image and Reputation. In: Helm, S., Liehr-Gobbers, K., Storck, C. (Eds.) Reputation Management. Management for Professionals. Springer, Berlin, Heidelberg, 47–58, https://doi.org/10.1007/978-3-642-19266-1_6. Da CamaraN. Z. 2011 Identity, Image and Reputation In: HelmS. Liehr-GobbersK. StorckC. (Eds.) Reputation Management. Management for Professionals Springer Berlin, Heidelberg 47 58 https://doi.org/10.1007/978-3-642-19266-1_6. Search in Google Scholar

De Chernatony, L. (1999). Brand management through narrowing the gap between brand identity and brand reputation. Journal of Marketing Management, 15(1–3), 157–179, https://doi.org/10.1362/026725799784870432. De ChernatonyL. 1999 Brand management through narrowing the gap between brand identity and brand reputation Journal of Marketing Management 15 1–3 157 179 https://doi.org/10.1362/026725799784870432. Search in Google Scholar

Dinnie, K. (2022). Nation branding: Concepts, issues, practice. Routledge. DinnieK. 2022 Nation branding: Concepts, issues, practice Routledge Search in Google Scholar

Eisingerich, A. B., & Bell, S. J. (2007). Maintaining customer relationships in high credence services. Journal of Services Marketing, 21(4), 253–262, https://doi.org/10.1108/08876040710758559. EisingerichA. B. BellS. J. 2007 Maintaining customer relationships in high credence services Journal of Services Marketing 21 4 253 262 https://doi.org/10.1108/08876040710758559. Search in Google Scholar

Etzkowitz, H. (1983). Entrepreneurial scientists and entrepreneurial universities in American academic science. Minerva, 21(2/3), 198–233. EtzkowitzH. 1983 Entrepreneurial scientists and entrepreneurial universities in American academic science Minerva 21 2/3 198 233 Search in Google Scholar

Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: the role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163, https://doi.org/10.3390/joitmc8030163. FaridaI. SetiawanD. 2022 Business strategies and competitive advantage: the role of performance and innovation Journal of Open Innovation: Technology, Market, and Complexity 8 3 163 https://doi.org/10.3390/joitmc8030163. Search in Google Scholar

Fazli-Salehi, R., Esfidani, M. R., Torres, I. M., & Zúñiga, M. A. (2019). Antecedents of students' identification with university brands: A study on public universities in Iran. Asia Pacific Journal of Marketing and Logistics, 31(4), 830–854, https://doi.org/10.1108/APJML-07-2018-0242. Fazli-SalehiR. EsfidaniM. R. TorresI. M. ZúñigaM. A. 2019 Antecedents of students' identification with university brands: A study on public universities in Iran Asia Pacific Journal of Marketing and Logistics 31 4 830 854 https://doi.org/10.1108/APJML-07-2018-0242. Search in Google Scholar

Figueiredo, N. L., & Ferreira, J. J. (2022). More than meets the partner: a systematic review and agenda for University–Industry cooperation. Management Review Quarterly, 72(1), 231–273, https://doi.org/10.1007/s11301-020-00209-2. FigueiredoN. L. FerreiraJ. J. 2022 More than meets the partner: a systematic review and agenda for University–Industry cooperation Management Review Quarterly 72 1 231 273 https://doi.org/10.1007/s11301-020-00209-2. Search in Google Scholar

Forbes (2023). The 2024 Best World Universities, Oxford At The Top, Ranked By Times Higher Education, https://www.forbes.com/sites/ceciliarodriguez/2023/09/27/the-2024-best-world-universities-oxford-at-the-top-ranked-by-times-higher-education/?sh=2ec4a3e15582 (dated on 06.06.2024). Forbes 2023 The 2024 Best World Universities, Oxford At The Top, Ranked By Times Higher Education https://www.forbes.com/sites/ceciliarodriguez/2023/09/27/the-2024-best-world-universities-oxford-at-the-top-ranked-by-times-higher-education/?sh=2ec4a3e15582 (dated on 06.06.2024). Search in Google Scholar

Gillespie Finney, T., & Zachary Finney, R. (2010). Are students their universities' customers? An exploratory study. Education+ Training, 52(4), 276–291, https://doi.org/10.1108/00400911011050954. Gillespie FinneyT. Zachary FinneyR. 2010 Are students their universities' customers? An exploratory study Education+ Training 52 4 276 291 https://doi.org/10.1108/00400911011050954. Search in Google Scholar

Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022, https://doi.org/10.1016/j.jbusres.2016.01.016. Hemsley-BrownJ. MelewarT. C. NguyenB. WilsonE. J. 2016 Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section Journal of Business Research 69 8 3019 3022 https://doi.org/10.1016/j.jbusres.2016.01.016. Search in Google Scholar

Humphreys, M. & A.D. Brown (2002). Narratives of organizational identity and identification: a case study of hegemony and resistance. Organization Studies 23, 421–447. HumphreysM. BrownA.D. 2002 Narratives of organizational identity and identification: a case study of hegemony and resistance Organization Studies 23 421 447 Search in Google Scholar

Kall, J. (2001), Silna marka – Istota i kreowanie [Brand Strength – Essence and Creation]. Wydawnictwo PWE. [in Polish]. KallJ. 2001 Silna marka – Istota i kreowanie [Brand Strength – Essence and Creation] Wydawnictwo PWE [in Polish]. Search in Google Scholar

Kall, J. (2006). Istota marki [The Essence of Brand]. Integracja Europejska, 3, 60–64. [in Polish]. KallJ. 2006 Istota marki [The Essence of Brand] Integracja Europejska 3 60 64 [in Polish]. Search in Google Scholar

Kranz, J.H. (2010). Encyclopaedia of Research Design, Sage Publications. KranzJ.H. 2010 Encyclopaedia of Research Design Sage Publications Search in Google Scholar

Kuenzel, S. and Halliday, S.V. (2010), The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification. Journal of Targeting, Measurement and Analysis for Marketing, 18(3/4), 167–176, https://doi.org/10.1057/jt.2010.15. KuenzelS. HallidayS.V. 2010 The chain of effects from reputation and brand personality congruence to brand loyalty: the role of brand identification Journal of Targeting, Measurement and Analysis for Marketing 18 3/4 167 176 https://doi.org/10.1057/jt.2010.15. Search in Google Scholar

Le Ray, G., & Pinson, P. (2020). The ethical smart grid: Enabling a fruitful and long-lasting relationship between utilities and customers. Energy Policy, 140, 111258, https://doi.org/10.1016/j.enpol.2020.111258. Le RayG. PinsonP. 2020 The ethical smart grid: Enabling a fruitful and long-lasting relationship between utilities and customers Energy Policy 140 111258 https://doi.org/10.1016/j.enpol.2020.111258. Search in Google Scholar

Manzie, R. (2003). Why customers come back: How to create lasting customer loyalty. Red Wheel/Weiser. ManzieR. 2003 Why customers come back: How to create lasting customer loyalty Red Wheel/Weiser Search in Google Scholar

Mardhiyah, R. S., & Azizah, N. (2018). Strengthening brand knowledge through brand orientation and brand involvement. Nusantara Science and Technology Proceedings, 245–251, https://doi.org/10.11594/nstp.2019.0434. MardhiyahR. S. AzizahN. 2018 Strengthening brand knowledge through brand orientation and brand involvement Nusantara Science and Technology Proceedings 245 251 https://doi.org/10.11594/nstp.2019.0434. Search in Google Scholar

Mascarenhas, C., Ferreira, J. J., & Marques, C. (2018). University–industry cooperation: A systematic literature review and research agenda. Science and Public Policy, 45(5), 708–718, https://doi.org/10.1093/scipol/scy003. MascarenhasC. FerreiraJ. J. MarquesC. 2018 University–industry cooperation: A systematic literature review and research agenda Science and Public Policy 45 5 708 718 https://doi.org/10.1093/scipol/scy003. Search in Google Scholar

Morgan, R. M., & Hunt, S. (1999). Relationship-based competitive advantage: the role of relationship marketing in marketing strategy. Journal of Business Research, 46(3), 281–290, https://doi.org/10.1016/S0148-2963(98)00035-6. MorganR. M. HuntS. 1999 Relationship-based competitive advantage: the role of relationship marketing in marketing strategy Journal of Business Research 46 3 281 290 https://doi.org/10.1016/S0148-2963(98)00035-6. Search in Google Scholar

Radomir, L., Plaias, I., & Nistor, V. C. (2014). Corporate reputation, image and identity: conceptual approaches. In The Proceedings of the International Conference “Marketing-from Information to Decision” (p. 219). Babes Bolyai University. RadomirL. PlaiasI. NistorV. C. 2014 Corporate reputation, image and identity: conceptual approaches In The Proceedings of the International Conference “Marketing-from Information to Decision” 219 Babes Bolyai University Search in Google Scholar

Srivastava, R. K. (2011). Understanding brand identity confusion. Marketing Intelligence & Planning, 29(4), 340–352, https://doi.org/10.1108/02634501111138527. SrivastavaR. K. 2011 Understanding brand identity confusion Marketing Intelligence & Planning 29 4 340 352 https://doi.org/10.1108/02634501111138527. Search in Google Scholar

Stock, F. (2009). Identity, image and brand: A conceptual framework. Place Branding and Public Diplomacy, 5, 118–125, https://doi.org/10.1057/pb.2009.2. StockF. 2009 Identity, image and brand: A conceptual framework Place Branding and Public Diplomacy 5 118 125 https://doi.org/10.1057/pb.2009.2. Search in Google Scholar

Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022). Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers' purchasing decisions. CommIT (Communication and Information Technology) Journal, 16(1), 918, https://doi.org/10.21512/commit.v16i1.7583. SupiyandiA. HastjarjoS. SlametY. 2022 Influence of brand awareness, brand association, perceived quality, and brand loyalty of shopee on consumers' purchasing decisions CommIT (Communication and Information Technology) Journal 16 1 918 https://doi.org/10.21512/commit.v16i1.7583. Search in Google Scholar

Times Higher Education (2023). World University Rankings 2024 Methodology. https://www.timeshighereducation.com/sites/default/files/the_2024_world_university_rankings_methodology.pdf (dated on 30.11.2023). Times Higher Education 2023 World University Rankings 2024 Methodology https://www.timeshighereducation.com/sites/default/files/the_2024_world_university_rankings_methodology.pdf (dated on 30.11.2023). Search in Google Scholar

Vesal, M., Siahtiri, V., & O'Cass, A. (2021). Strengthening B2B brands by signalling environmental sustainability and managing customer relationships. Industrial Marketing Management, 92, 321–331, https://doi.org/10.1016/j.indmarman.2020.02.024. VesalM. SiahtiriV. O'CassA. 2021 Strengthening B2B brands by signalling environmental sustainability and managing customer relationships Industrial Marketing Management 92 321 331 https://doi.org/10.1016/j.indmarman.2020.02.024. Search in Google Scholar