Winning the battle in the mind: modelling the nexus between university corporate social responsibility and university brand positioning in the higher education sector

The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and university brand positioning, specifically focusing on university brand legitimacy. The quantitative findings, gathered from 398 students in Tanzania, indicate that university CSR cultivates a distinct and exclusive perception in the minds of students, who are considered as customers of higher education institutions. The study suggests the implementation of deliberate measures and necessary reforms in the higher education sector by incorporating CSR as a strategic function of the university. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.