Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory

Abstract

ABSTRACT This study explores student perception and identification with cobranded HEIs in the UK. Due to the success of many international partnerships, domestic academic partnerships have increased tremendously in the UK. However, little is known about student perception and identification with cobranded HEIs in local academic partnerships such as in the UK. Semi-structured interviews are conducted to explore student perception of cobranded HEIs in the UK. Thematic analysis using QSR NVivo 12 is employed. Findings indicate factors that determine students’ relationship with cobranded HEIs in the UK. Interview findings were shared with five academic experts to subjectively validate them for future empirical investigations. Theoretically, the study contributes to cobranding in higher education and corporate branding literature by showcasing the factors that influence students’ decision to enrol in cobranded HEIs. Based on identified factors, academic managers can devise a marketing strategy to achieve competitive advantage, increase student recruitment and retain existing students.