Chinese higher education institutions have experienced unprecedented waves of name change and mergers in the past decades. This trend not only reflects the importance that educational institutions attach to brand rebranding, but also reflects the common concept of "school by name", that is, an attractive school name can significantly enhance the attractiveness of school enrollment, administrative level and access to education funds. Therefore, changing the school name has become one of the strategies for many universities to rapidly improve their status.

Universities;School name change;Education management;Education administration

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DOI： https://doi.org/10.62639/sspjiess03.20240104

Published： 2024