Country branding through the internationalization of higher education
The case of Egypt
Bibliographic Data
| ID | 7156286 |
|---|---|
| Authors | Mariam Farid (0009-0006-9027-9835, German University in Cairo , Cairo), Noha El‐bassiouny (0000-0001-7967-6676, German University in Cairo), Noha M El-Bassiouny (German University in Cairo , Cairo), Hagar Adib (0000-0001-6973-5476, German University in Cairo , Cairo) |
| Year | 2025 |
| Volume | 39 |
| Issue | 3 |
| Pages | 588-616 |
| Publication date | 2025-06-06 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Educational Management (JOURNAL) |
| Journal identifiers | ISSN: 0951-354X • E-ISSN: 1758-6518 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/ijem-02-2023-0083 |
| OpenAlex | W4396526644 |
| Language | EN |
| Citations received | 1 |
| References cited | 70 |
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
Business · Economic growth · Economics · Higher education · International trade · Internationalization · Nation branding · Political science · Public relations · Globalization and Cultural Identity · Higher Education Governance and Development · International Student and Expatriate Challenges
Commercial Communication in the Digital Age
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
How to Specify, Estimate, and Validate Higher-Order Constructs in PLS-SEM
Identifying and treating unobserved heterogeneity with Fimix-PLS
Developing and validating a multidimensional consumer-based brand equity scale
Lateral Collinearity and Misleading Results in Variance-Based SEM
Improving student engagement
Measuring Student Relationships to School
Universities in a competitive global marketplace
The role of engagement in inspiring teaching and learning
Set Correlation and Contingency Tables
An Examination of Selected Marketing Mix Elements and Brand Equity
PLS-Sem
The Commitment-Trust Theory of Relationship Marketing
A new criterion for assessing discriminant validity in variance-based structural equation modeling
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
The Positivism Paradigm of Research
Making the Grade
Two decades of international branch campus development, 2000–2020
Tourism Destination Loyalty
Branding the destination versus the place
A destination-branding model
Student engagement
Higher-Order PLS-PM Approach for Different Types of Constructs
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2025 - 2025 (1) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 1 |