Country branding through the internationalization of higher education: the case of Egypt
International Journal of Educational Management
ISSN: 0951-354X
Article publication date: 2 May 2024
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.
Keywords
Citation
Farid, M., El-Bassiouny, N.M. and Adib, H. (2024), "Country branding through the internationalization of higher education: the case of Egypt", International Journal of Educational Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJEM-02-2023-0083
Publisher
:Emerald Publishing Limited
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