University branding for generation Z: A systematic literature review of effective communication in higher edication
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F25%3A43977784" target="_blank" >RIV/49777513:23510/25:43977784 - isvavai.cz</a>
Result on the web
<a href="http://hdl.handle.net/11025/64496" target="_blank" >http://hdl.handle.net/11025/64496</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.24132/ZCU.XB-CON.2025.35-54" target="_blank" >10.24132/ZCU.XB-CON.2025.35-54</a>
Alternative languages
Result language
angličtina
Original language name
University branding for generation Z: A systematic literature review of effective communication in higher edication
Original language description
Abstract: As Generation Z emerges as the dominant demographic in higher education, universities face challenges in developing branding strategies that resonate with young adults’ values and communication preferences. This systematic literature review examines current research on university branding directed at Generation Z students, building on foundational work in higher education brand communication (Chapleo et al., 2011). The study seeks to clarify key factors shaping Generation Z’s perception of university brands and to highlight research gaps in this evolving field.Following PRISMA guidelines, this review systematically searched the databases for peer-reviewed articles published between 2011 and 2025, focusing on university branding and Generation Z student behavior. The methodology combines bibliometric analysis using descriptive statistics to map publication trends and citation patterns, alongside thematic synthesis of branding strategies and effectiveness measures. The findings reveal temporal trends in branding research directed at young adults and identify predominant approaches emphasizing authenticity, digital engagement, and value-driven communication. The study demonstrates how universities are adapting their branding to meet Generation Z's expectations, while also exposing significant research gaps in Central and Eastern European contexts.This research contributes to higher education marketing literature by offering a structured overview of Generation Z university branding knowledge, identifying critical research gaps, and strengthening the theoretical foundation for understanding young adults' engagement with university brands in digital environments.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Opportunities and Threats to Current Business Management in Cross-border Comparison 2025
ISBN
978-80-261-1341-6
ISSN
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e-ISSN
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Number of pages
20
Pages from-to
35-54
Publisher name
University of West Bohemia in Pilsen
Place of publication
Plzeň
Event location
Františkovy Lázně
Event date
Nov 13, 2025
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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