How Cultural Branding Attract Students: A Meta-Analysis

Abstract

Background In the paper, How to build an iconic brand (B. D. Holt, n.d.) asserted that marketers wanting to build icons must think in terms of ‘culture share’. Such an association also exists between cultural heritage and student’s perception about the institution.

Objective This paper seeks to systematically assess the strength and variability of the association found in various published articles on cultural branding, as well as to identify moderators influencing this relationship.

Methodology A comprehensive literature review identified 13 studies that satisfied the eligibility criteria for inclusion. The effect sizes (r) reported in these studies were then subjected to meta-analysis.

Results Overall, the brand equity constructed based on rich traditions and cultural heritage attract candidates for applying into such kind of institutions.

Conclusion Creating, demonstrating, and delivering a rich cultural value increases the popularity and brand image of the institution. The transmission of customs and beliefs instils a sense of oneness, collaboration, and long-term alliance.