Country Branding through the Internationalization of Higher Education: The Case of Egypt
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| Title: | Country Branding through the Internationalization of Higher Education: The Case of Egypt |
|---|---|
| Language: | English |
| Authors: | Mariam Farid (ORCID |
| Source: | International Journal of Educational Management. 2025 39(3):588-616. |
| Availability: | Emerald Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emerald.com/insight |
| Peer Reviewed: | Y |
| Page Count: | 29 |
| Publication Date: | 2025 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Higher Education, Reputation, International Education, Learner Engagement, Foreign Countries, Marketing, Student Recruitment, Multicampus Colleges, Correlation, Institutional Characteristics, Equal Education, Decision Making, Universities |
| Geographic Terms: | Egypt |
| DOI: | 10.1108/IJEM-02-2023-0083 |
| ISSN: | 0951-354X 1758-6518 |
| Abstract: | Purpose: Drawing from the literature on internationalization, higher education marketing and place branding, this paper aims to link the internationalization of higher education to country branding. It explores the impact of internationalization within the higher education system on Egypt's destination brand equity. This investigation offers insights for decision-makers in both the higher education and country branding sectors. Design/methodology/approach: This empirical paper adopts an exploratory approach and serves as an initial step for researchers. It utilizes a quantitative methodology, employing a survey with 366 responses, to examine the effects of internationalization efforts in higher education on country brand equity. Findings: The results reveal a direct correlation between student engagement and the brand equity of international branch campuses (IBCs), as well as a link between IBCs and Egypt's brand equity. Notably, the study highlights the mediating role of IBC brand equity in the relationship between student engagement and the overall brand equity of Egypt. Originality/value: This paper is innovative in its method of assessing the impact of internationalization efforts in higher education, specifically at IBCs in Egypt, on Egypt's destination brand equity. Additionally, the study identifies student engagement as an antecedent to IBC brand equity. |
| Abstractor: | As Provided |
| Entry Date: | 2025 |
| Accession Number: | EJ1474086 |
| Database: | ERIC |
| Abstract: | Purpose: Drawing from the literature on internationalization, higher education marketing and place branding, this paper aims to link the internationalization of higher education to country branding. It explores the impact of internationalization within the higher education system on Egypt's destination brand equity. This investigation offers insights for decision-makers in both the higher education and country branding sectors. Design/methodology/approach: This empirical paper adopts an exploratory approach and serves as an initial step for researchers. It utilizes a quantitative methodology, employing a survey with 366 responses, to examine the effects of internationalization efforts in higher education on country brand equity. Findings: The results reveal a direct correlation between student engagement and the brand equity of international branch campuses (IBCs), as well as a link between IBCs and Egypt's brand equity. Notably, the study highlights the mediating role of IBC brand equity in the relationship between student engagement and the overall brand equity of Egypt. Originality/value: This paper is innovative in its method of assessing the impact of internationalization efforts in higher education, specifically at IBCs in Egypt, on Egypt's destination brand equity. Additionally, the study identifies student engagement as an antecedent to IBC brand equity. |
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| ISSN: | 0951-354X 1758-6518 |
| DOI: | 10.1108/IJEM-02-2023-0083 |
