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Cultural Branding: An Examination Of Website Marketing Practices At Historically Black College And Universities And Non-Hbcu Black Serving Institutions, James Hudson
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The purpose of this study was to determine if there was a difference between the way that higher education marketing professionals at Historically Black Colleges and Universities (HBCUs) and non-HBCU Black Serving Institutions (BSIs) use website marketing techniques for institutional branding. This examination was prompted by Gasman (2007) who suggested that the inability of some HBCUs to garner and/or maintain sufficient enrollment numbers stems from poor image management. Further, Gibbs (2015) suggested that a comparison between HBCU websites and Traditionally White Institution (TWI) websites might be beneficial. Thus, this study sought to answer the following research questions:
RQ1. Is there …