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Research Article

Stakeholders' Assessment of Brand and Strategic Positioning and Internationalization in a Private Higher Educational Institution

361 reads
Mingkai Chen , Rowena Libo-on
Psych Educ Multidisc J, 2025, 38 (3), 310-314, DOI: https://doi.org/10.70838/pemj.380309, ISSN 2822-4353
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Abstract

This study investigates the relationship between brand positioning, strategic positioning, and internationalization in a private higher educational institution in Jiangxi, China. Adopting a descriptive-correlational research design, data were collected through a validated questionnaire administered to 179 purposively selected internal and external stakeholders, including department heads, deans, and high-ranking alumni. Descriptive and inferential statistics, including Pearson correlation analysis, were employed to examine the association among functional, symbolic, experiential, and competitive brand positioning dimensions; strategic positioning indicators such as national ranking and competitive advantage; and internationalization outcomes measured by collaboration and scope. Results reveal that stakeholders perceive the institution's brand and strategic positioning positively, with significant correlations found between all brand and strategic dimensions and internationalization indicators (p < .001). Competitive and experiential positioning demonstrated the strongest associations with international collaboration and scope. The findings emphasize the importance of stakeholder-informed strategies to enhance institutional identity, global visibility, and engagement. This research contributes to the discourse on higher education competitiveness by integrating branding and internationalization through a stakeholder-based framework, offering practical implications for institutional leaders in non-Western academic contexts.

Keywords assessment stakeholders internationalization brand positioning strategic positioning
Authors 2
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The team behind this paper

2 authors, 2 institutions.

This paper Jiangxi University of Applied Science and Technology — China Jiangxi University of A… 1 author Central Philippine University Central Philippine Univ… 1 author Mingkai Chen — corresponding author MC Mingkai Chen ✉ Rowena Libo-on RL Rowena Libo-on

Readership

361 reads over 18 months.

May 2025 October 2026

Related work on SciMatic

Closest of 52 articles sharing keywords with this one. A rarer shared keyword counts for more than a common one.

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HolderWalletTokens
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Mingkai Chen 0x4d6b1A…018b76 450,000 (45%)
Rowena Libo-on 0xbd201A…4f49C5 450,000 (45%)
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Bibliographic Information

Mingkai Chen, Rowena Libo-on, (2025). Stakeholders' Assessment of Brand and Strategic Positioning and Internationalization in a Private Higher Educational Institution, Psychology and Education: A Multidisciplinary Journal, 38(3): 310-314
Bibtex Citation
@article{mingkai_chen2025pemj,
author = {Mingkai Chen and Rowena Libo-on},
title = {Stakeholders' Assessment of Brand and Strategic Positioning and Internationalization in a Private Higher Educational Institution},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2025},
volume = {38},
number = {3},
pages = {310-314},
doi = {10.70838/pemj.380309},
url = {https://scimatic.org/index.php/show_manuscript/5279}
}
APA Citation
Chen, M., Libo-on, R., (2025). Stakeholders' Assessment of Brand and Strategic Positioning and Internationalization in a Private Higher Educational Institution. Psychology and Education: A Multidisciplinary Journal, 38(3), 310-314. https://doi.org/10.70838/pemj.380309

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