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| Author: | Pitt, L.F.(et al.) |
| Title: | How well are business schools managing their brands? A research note |
| Journal: | Journal of General Management
2006 : VOL. 31:3, p. 1-10 |
| Index terms: | brands business schools |
| Freeterms: | brand management |
| Language: | eng |
| Abstract: | The paper reports on a study using a previously published checklist to assess the brand management practices of business schools. It appears that there is much to improve as perceptions regarding how well institutions manage their brands are not positive. While the checklist used seems to possess the characteristics of reliability, further development needs to be done on aspects of its validity and underlying structure. |
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