Branding and Isomorphism: The Case of Higher Education

Daniel L. Fay; Staci M. Zavattaro

doi:10.1111/puar.12626

journal article Aug 30, 2016

Branding and Isomorphism: The Case of Higher Education

Daniel L. Fay Staci M. Zavattaro

Public Administration Review Vol. 76 No. 5 pp. 805-815 · Wiley

View at Publisher Save 10.1111/puar.12626

Abstract

AbstractSince the New Public Management movement began, public and nonprofit organizations have been adopting and adapting businesslike practices, including branding and marketing. There remains a knowledge gap in understanding why organizational actors choose to allocate resources to adopt branding and marketing policies. This article explores organizational branding initiatives within the context of research extensive (N = 109) higher education institutions in the United States from 2006 to 2013. Seventy‐two universities (66 percent) have introduced branding initiatives since 2006. Findings suggest that the publicness of organizations influences branding and marketing isomorphism in nuanced ways and that organizations are more likely to adopt new branding initiatives to promote higher general performance. Organizations adopt branding strategies in response to national trends and efforts to capitalize on their own strong performance rather than mimicking stronger‐performing peers.

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Details

Published: Aug 30, 2016
Vol/Issue: 76(5)
Pages: 805-815
License: View

Authors

D

Daniel L. Fay

Florida State University

S

Staci M. Zavattaro

University of Central Florida

Cite This Article

Daniel L. Fay, Staci M. Zavattaro (2016). Branding and Isomorphism: The Case of Higher Education. Public Administration Review, 76(5), 805-815. https://doi.org/10.1111/puar.12626

Branding and Isomorphism: The Case of Higher Education

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