prikaz prve stranice dokumenta University and place branding: The case of universities located in ECC (European Capital of Culture) cities
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Scientific paper - Original scientific paper
University and place branding: The case of universities located in ECC (European Capital of Culture) cities
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28 (2015), S; 13-24. urn:nbn:hr:145:626955
Rekettye, Gabor; Pozsgai, Gyöngy

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Rekettye, G. & Pozsgai, G. (2015). University and place branding: The case of universities located in ECC (European Capital of Culture) cities. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28. (S), 13-24. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:626955

Rekettye, Gabor and Gyöngy Pozsgai. "University and place branding: The case of universities located in ECC (European Capital of Culture) cities." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, no. S, 2015, pp. 13-24. https://urn.nsk.hr/urn:nbn:hr:145:626955

Rekettye, Gabor and Gyöngy Pozsgai. "University and place branding: The case of universities located in ECC (European Capital of Culture) cities." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 28, no. S (2015): 13-24. https://urn.nsk.hr/urn:nbn:hr:145:626955

Rekettye, G. and Pozsgai, G. (2015) 'University and place branding: The case of universities located in ECC (European Capital of Culture) cities', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 28(S), pp. 13-24. Available at: https://urn.nsk.hr/urn:nbn:hr:145:626955 (Accessed 10 December 2024)

Rekettye G, Pozsgai G. University and place branding: The case of universities located in ECC (European Capital of Culture) cities. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 2015 March 25 [cited 2024 December 10];28(S):13-24. Available at: https://urn.nsk.hr/urn:nbn:hr:145:626955

G. Rekettye and G. Pozsgai, "University and place branding: The case of universities located in ECC (European Capital of Culture) cities", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 28, no. S, pp. 13-24, March 2015. [Online]. Available at: https://urn.nsk.hr/urn:nbn:hr:145:626955. [Accessed: 10 December 2024]

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Metadata
Title (english)University and place branding: The case of universities located in ECC (European Capital of Culture) cities
AuthorGabor Rekettye
AuthorGyöngy Pozsgai
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract (english)
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 (croatian)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Journal titleEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Numberingvol. 28, no. S, pp. 13-24
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:626955
Publication2015-03-25
Document URLhttp://hrcak.srce.hr/137444
Type of resourceText
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) icon
Created on2017-02-27 08:16:39