University Branding for Generation Z: A Systematic Literature Review of Effective Communication in Higher Education

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dc.contributor.authorNewton, Kateřina
dc.contributor.editorKresa, Zdeněk
dc.date.accessioned2026-01-22T08:07:56Z
dc.date.available2026-01-22T08:07:56Z
dc.date.issued2025
dc.description.abstract-translatedAs 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 theirbranding to meet Generation Z‘s expectations, while also exposing significant research gaps in Central and Eastern European contexts. This research contrib- utes 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.en
dc.description.sponsorshipSVK1-2025-002 XB-CONen
dc.format20 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.doihttps://doi.org/10.24132/ZCU.XB-CON.2025.35-54
dc.identifier.isbn978-80-261-1341-6 (print)
dc.identifier.isbn978-80-261-1342-3 (online)
dc.identifier.urihttp://hdl.handle.net/11025/64496
dc.language.isoenen
dc.publisherUniversity of West Bohemia in Pilsenen
dc.rights© University of West Bohemia in Pilsenen
dc.rights.accessopenAccessen
dc.subjectgenerace Zcs
dc.subjectbranding vysokoškolského vzdělávánícs
dc.subjectsystematický přehled literaturycs
dc.subjectmarketing univerzitycs
dc.subjectmladí dospělícs
dc.subject.translatedgeneration Zen
dc.subject.translatedhigher education brandingen
dc.subject.translatedsystematic literature reviewen
dc.subject.translateduniversity marketingen
dc.subject.translatedyoung adultsen
dc.titleUniversity Branding for Generation Z: A Systematic Literature Review of Effective Communication in Higher Educationen
dc.typekonferenční příspěvekcs
dc.typeconferenceObjecten
dc.type.statusPeer revieweden
dc.type.versionpublishedVersionen
local.files.count2*
local.files.size5400816*
local.has.filesyes*

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