Fragmented Mass Ornaments: Academic Image, Aesthetics, and Brand Cohesion of Commercially-Partnered International Branch Campuses
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| Title: | Fragmented Mass Ornaments: Academic Image, Aesthetics, and Brand Cohesion of Commercially-Partnered International Branch Campuses |
|---|---|
| Language: | English |
| Authors: | Maryjane Nolan-Bock |
| Source: | Globalisation, Societies and Education. 2026 24(3):975-989. |
| Availability: | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
| Peer Reviewed: | Y |
| Page Count: | 15 |
| Publication Date: | 2026 |
| Document Type: | Journal Articles Reports - Research |
| Education Level: | Higher Education Postsecondary Education |
| Descriptors: | Neoliberalism, Commercialization, Multicampus Colleges, Universities, Reputation, Aesthetics, Foreign Countries, Marketing, For Profit Colleges, Global Approach, College Faculty, Student Personnel Workers, Employee Attitudes |
| Geographic Terms: | United Arab Emirates, Australia, United Kingdom, Canada, United States |
| DOI: | 10.1080/14767724.2023.2292607 |
| ISSN: | 1476-7724 1476-7732 |
| Abstract: | This study explores neo-liberal marketisation aspects of commercially-partnered international branch campuses (IBCs), focusing on perceptions of university brand image, aesthetics, and cohesion. Commercially-partnered campuses refer to transnational (TNE) universities that are entered into private equity or for-profit partnerships in a branch's host country. The present study is focused on Anglo-Western universities with for-profit IBC partnerships located in the economic free zones in the United Arab Emirates. Often, publicly available information on these partnerships is obscured to emphasise the home campus brand. Thus, the research aims to provide insight into how IBC academics and student service workers perceive IBC branding and its relationship to academic image and, to a certain degree, academic practice. Data collection instruments include semi-structured interviews and participant reflective responses to social media platforms, which are examined theoretically using a critical realism approach. Through a critical thematic analysis of qualitative accounts, the findings suggest two significant emergent themes which influence participant experience on IBCs: (1) institutional fragmentation, (2) limited authenticity. The study identifies a need for more genuine branding to increase the perceptions of the academic legitimacy of IBCs. |
| Abstractor: | As Provided |
| Entry Date: | 2026 |
| Accession Number: | EJ1503722 |
| Database: | ERIC |
| Abstract: | This study explores neo-liberal marketisation aspects of commercially-partnered international branch campuses (IBCs), focusing on perceptions of university brand image, aesthetics, and cohesion. Commercially-partnered campuses refer to transnational (TNE) universities that are entered into private equity or for-profit partnerships in a branch's host country. The present study is focused on Anglo-Western universities with for-profit IBC partnerships located in the economic free zones in the United Arab Emirates. Often, publicly available information on these partnerships is obscured to emphasise the home campus brand. Thus, the research aims to provide insight into how IBC academics and student service workers perceive IBC branding and its relationship to academic image and, to a certain degree, academic practice. Data collection instruments include semi-structured interviews and participant reflective responses to social media platforms, which are examined theoretically using a critical realism approach. Through a critical thematic analysis of qualitative accounts, the findings suggest two significant emergent themes which influence participant experience on IBCs: (1) institutional fragmentation, (2) limited authenticity. The study identifies a need for more genuine branding to increase the perceptions of the academic legitimacy of IBCs. |
|---|---|
| ISSN: | 1476-7724 1476-7732 |
| DOI: | 10.1080/14767724.2023.2292607 |
