X. Czarniawska, B. Wolff, and R. , Gone shopping? Universities on their way to the market, Scandinavian Journal of Management, vol.18, issue.4, pp.455-474, 1998.
DOI : 10.1016/S0956-5221(01)00029-X

R. Deem, K. H. Mok, and L. Lucas, Transforming higher education in whose image? Exploring the concept of the 'worldclass' university in Europe and Asia. Higher Education Policy, pp.83-97, 2008.

R. Dejordy, B. Almond, R. Nielsen, and W. D. Creed, Serving two masters: Transformative resolutions to institutional contradictions. Religion and Organization Theory, pp.301-337, 2014.

R. R. Dholakia and L. A. Acciardo, Branding a state university: doing it right, Journal of Marketing for Higher Education, vol.69, issue.2, pp.144-163, 2014.
DOI : 10.1080/08841241.2013.805709

H. Dib and M. Alnazer, Conceptual model of student satisfaction in Syrian universities, European Journal of Economics Finance & Administrative Sciences, vol.56, pp.12-20, 2013.

P. J. Dimaggio, Interest and agency in institutional theory, Institutional patterns and organizations: Culture and environment, pp.3-22, 1988.

M. Cambridge and . Ballinger, Studies in International Education, pp.414-43210

J. A. Fortunato, Restoring a reputation: The Duke University lacrosse scandal, Public Relations Review, vol.34, issue.2, pp.116-123, 2008.
DOI : 10.1016/j.pubrev.2008.03.006

J. B. Fuller, K. Hester, T. Barnett, and L. F. Relyea, Perceived Organizational Support and Perceived External Prestige: Predicting Organizational Attachment for University Faculty, Staff, and Administrators, The Journal of Social Psychology, vol.146, issue.3, pp.327-347327, 2006.
DOI : 10.3200/SOCP.146.3.327-347

P. Garcia and C. Hardy, Positioning, similarity and difference: Narratives of individual and organizational identities in an Australian university, Scandinavian Journal of Management, vol.23, issue.4, 2007.
DOI : 10.1016/j.scaman.2007.09.002

J. Gaspard, Le discours promotionnel des universités européennes. Homogénéité dans la compétitivité? Mots, pp.53-66, 2013.
DOI : 10.4000/mots.21281

URL : http://www.cairn.info/load_pdf.php?ID_ARTICLE=MOTS_102_0053

T. Gatfield, M. Barker, and P. Graham, Measuring communication impact for university advertising materials, Corporate Communications: An International Journal, vol.4, issue.2, pp.73-7910, 1999.
DOI : 10.1108/13563289910268106

A. M. George, The New Public Relations: Integrating Marketing and Public Relations Strategies for Student Recruitment and Institutional Image Building???A Case Study of the University of Texas at San Antonio, Journal of Nonprofit & Public Sector Marketing, vol.5, issue.4, pp.17-31, 1991.
DOI : 10.1037/h0032110

D. A. Gioia, K. N. Price, A. L. Hamilton, and J. B. Thomas, Forging an Identity: An Insider-outsider Study of Processes Involved in the Formation of Organizational Identity, Administrative Science Quarterly, vol.62, issue.1, pp.1-46, 2010.
DOI : 10.2189/asqu.2010.55.1.1

M. A. Glynn, Beyond Constraint: How Institutions Enable Identities, 2008.
DOI : 10.4135/9781849200387.n17

B. J. Gray, K. Shyan-fam, and V. A. Llanes, Branding universities in Asian markets, Journal of Product & Brand Management, vol.12, issue.2, pp.108-12010, 1108.
DOI : 10.1108/10610420310469797

C. Gunasekara, Universities and Communities: A Case Study of Change in the Management of a University, Prometheus, vol.22, issue.2, pp.201-211, 2004.
DOI : 10.1080/0810902042000218373

M. J. Hatch and M. Schultz, The Dynamics of Organizational Identity, Human Relations, vol.22, issue.1, pp.989-1018, 2002.
DOI : 10.1177/0018726702055008181

Ø. Helgesen and E. Nesset, Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College, Corporate Reputation Review, vol.60, issue.April, pp.38-59, 2007.
DOI : 10.2307/1251929

J. Hemsley-brown and S. Goonawardana, Brand harmonization in the international higher education market, Journal of Business Research, vol.60, issue.9, 2007.
DOI : 10.1016/j.jbusres.2007.01.019

G. Hsu and K. D. Elsbach, Explaining Variation in Organizational Identity Categorization, Organization Science, vol.24, issue.4, 2013.
DOI : 10.1287/orsc.1120.0779

J. Huisman, J. D. Norgård, J. Rasmussen, and B. Stensaker, Alternative universities revisited: A study of the distinctiveness of universities established in the spirit of 1968. Tertiary Education and Management, pp.316-33210, 1080.

M. Humphreys and A. D. Brown, Narratives of organizational identity and identification: A case study of hegemony and resistance. Organization Studies, pp.421-447, 2002.

M. Z. Idris and T. A. Whitfield, Swayed by the logo and name: Does university branding work? Journal of Marketing for Higher Education, pp.41-58, 2014.

M. Ishikawa, University Rankings, Global Models, and Emerging Hegemony: Critical Analysis from Japan, Journal of Studies in International Education, vol.13, issue.2, pp.159-17310, 2009.
DOI : 10.1177/1028315308330853

J. Ivy, Higher education institution image: acorrespondence analysis approach, International Journal of Educational Management, vol.15, issue.6, pp.276-282, 2001.
DOI : 10.1108/09513540110401484

X. Dumay, A. Dahan, H. Draelants-judson, K. M. Gorchels, L. Aurand et al., Building a university brand from within: A comparison of coaches' perspectives of internal branding Institutional image: A case study, Corporate Communications: An International Journal, pp.205-21610, 1108.

A. J. Kezar and P. D. Eckel, The effect of institutional culture on change strategies in higher education: Universal principles or culturally responsive concepts? The Journal of Higher Education, pp.435-4600038, 2002.

F. Kletz and F. Pallez, La constitution de la carte des formations dans les universités: à la recherche d'une stratégie d'établissement?, 2002.

A. Kosmützky, Between mission and market position: Empirical findings on mission statements of German higher education institutions. Tertiary Education and Management, 2012.

G. Krücken, Learning the new, new thing': On the role of path dependency in university structures, pp.315-33910, 2003.

G. Krücken and F. Meier, Turning the university into an organizational actor, 2006.

G. Labianca, J. F. Fairbank, J. B. Thomas, D. A. Gioia, and E. E. Umphress, Emulation in Academia: Balancing Structure and Identity, Organization Science, vol.12, issue.3, pp.312-330, 2001.
DOI : 10.1287/orsc.12.3.312.10101

D. V. Leister, Identifying Institutional Clientele: Applied Metamarketing In Higher Education Administration, The Journal of Higher Education, vol.46, issue.4, pp.381-39810, 1975.
DOI : 10.2307/1980667

S. Munisamy, N. I. Jaafar, and S. Nagaraj, Does reputation matter? Case study of undergraduate choice at a premier university. The Asia-Pacific Education Researcher, pp.451-462, 2014.

N. Nguyen and G. Leblanc, Image and reputation of higher education institutions in students??? retention decisions, International Journal of Educational Management, vol.15, issue.6, pp.303-311, 2001.
DOI : 10.1108/EUM0000000005909

I. Oplatka, Implicit contradictions in public messages of ???low???stratified??? HE institutions: the case of Israeli teacher training colleges, International Journal of Educational Management, vol.16, issue.5, pp.248-256, 2002.
DOI : 10.1108/09513540210434621

J. D. Orton and K. E. Weick, Loosely coupled systems: A reconceptualization, Academy of Management Review, vol.15, 1990.

A. M. Pampaloni, The influence of organizational image on college selection: what students seek in institutions of higher education, Journal of Marketing for Higher Education, vol.12, issue.1, pp.19-48, 2010.
DOI : 10.1111/j.1468-2273.2006.00305.x

R. Parameswaran and A. E. Glowacka, University Image:, Journal of Marketing for Higher Education, vol.6, issue.2, pp.41-56, 1972.
DOI : 10.1300/J050v06n02_04

C. V. Priporas and I. Kamenidou, Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation, Journal of Brand Management, vol.28, issue.5, pp.264-273, 2011.
DOI : 10.1108/02621710910955949

P. Quinton, Les logotypes des IUT de France : repr??sentations d'une institution, Communication et langages, vol.129, issue.1, pp.79-973092, 2001.
DOI : 10.3406/colan.2001.3092

M. Russell, Marketing education, International Journal of Contemporary Hospitality Management, vol.17, issue.1, pp.65-77, 2005.
DOI : 10.1108/09596110510577680

V. Safón, Can the reputation of an established business school change? Management in Education, pp.169-18010, 2012.

C. Schrecker, Les enjeux du pass?? dans la construction d'une fa??ade, Sociologies pratiques, vol.29, issue.2, 2014.
DOI : 10.3917/sopr.029.0039

URL : http://www.cairn.info/load_pdf.php?ID_ARTICLE=SOPR_029_0039

P. Selznick, Leadership in administration: A sociological interpretation, 1957.

D. Smart, The Branding of a University, The International Journal of Design Management and Professional Practice, vol.6, issue.2, pp.85-95, 2013.
DOI : 10.18848/2325-162X/CGP/v06i02/38578

J. C. Smart and R. E. Hamm, Organizational culture and effectiveness in two-year colleges Governmental policy, organisational ideals and institutional adaptation in Norwegian higher education, Studies in Higher Education, pp.95-106, 1080.

B. Stensaker, Organizational identity as a concept for understanding university dynamics. Higher Education, pp.103-115, 2015.

B. Stensaker and J. D. Norgård, INNOVATION AND ISOMORPHISM, pp.473-492101012212026597, 1023.
DOI : 10.4324/9780203464045_chapter_18

A. L. Stephenson and D. B. Yerger, Does brand identification transform alumni into university advocates? International Review on Public and Non-profit Marketing, 2014.