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Knocking on knowledge’s door: mapping university to business marketing literature J. Mark. High. Educ. (IF 3.906) Pub Date : 2024-03-05 Rosa Vidal Tusal, Ercilia García Álvarez, José Simó Guzmán
The landscape of higher education has been evolving, necessitating universities to forge symbiotic relationships with the industry to ensure mutual growth and development. In this line, marketing b...
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The significance of diversity positioning in higher education for branding and marketing J. Mark. High. Educ. (IF 3.906) Pub Date : 2024-01-30 Jocelyn D. Evans, Timothy Jones, Phyllis Y. Keys
This study offers important context for understanding why educational institutions ought to modify their recruitment marketing strategies to incorporate a multicultural perspective. African America...
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Somehow bogged down: why current discussions on measuring HEI reputation go round in circles, and possible ways out J. Mark. High. Educ. (IF 3.906) Pub Date : 2024-01-24 Joern Redler, Petra Morschheuser
Measuring and managing reputation is one of the core challenges for higher education institutions (HEIs). Although research and theory in higher education marketing has been addressing this key iss...
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The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions J. Mark. High. Educ. (IF 3.906) Pub Date : 2024-01-11 Samia Adly Hanna El Sheikh, Reda Youssef Assaad, Yasser Tawfik Halim, Ola Abdel Moneim Emara
This study aims to extend the boundary of knowledge about internal branding, which touches on two disciplines: marketing and human resources management in an attempt to understand the constructs of...
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Analysis of university online reputation-visibility. The case of Spanish public universities J. Mark. High. Educ. (IF 3.906) Pub Date : 2024-01-07 Nina Faraoni, Teodoro Luque-Martínez, Luis Doña-Toledo
University reputation is a key element of the institutional strategy, and it is affected by the development of the Internet and digital media as a place for debate and exchange of views. Reputation...
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Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-12-19 Ambreen Shahnaz, M. Abid, N. Kanwal
To survive amid fierce competition and reduced government funding, educational institutions struggle at various levels, from launching programs to publicizing them. Consequently, the promotional co...
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A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-12-13 Bret Sanner, D. Jang, K. Evans
The objective of this study is to develop knowledge on why some accredited programmes are more distinct. Accreditation and distinctiveness are both important in higher education: maintaining accred...
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The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-12-12 Shrouk Abdelnaeim, Noha El-bassiouny, Christian Hauser
Universities face a lot of challenges, such as increased competition and budget cuts. To overcome these challenges, universities need to consider the role of students as key stakeholders in the val...
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Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-12-11 Isabel Sörensen, Daniel Vogler, Silke Fürst, Mike S. Schäfer
Higher education institutions (HEIs) increasingly use social media to communicate with stakeholders and the public. The success of these efforts on individual platforms has been assessed by a growi...
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Branding in higher education: a bibliometric analysis and research agenda J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-12-04 Quynh Hoa Le, Rachel Fuller, Thu-Hang Hoang, Ninh Nguyen
In recent years, there has been an influx of research in higher education (HE) branding, which has emerged as an important strategy for HE institutions to gain a competitive advantage and increase ...
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Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-11-07 Richard Poole, Dom Thompson, David Galloway
This paper investigates influences on the decision-making process, during the consideration of applying to university, for UK further education college students from a widening participation backgr...
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‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-11-07 Amélia Brandão, Áurea Silva Ramos
The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth i...
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A cross-cultural study on the career counseling service ecosystem: implications for higher education marketing J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-10-25 Zichao Nie, Hossein Zarei
A career counseling service (CCS) provides an important measure of student satisfaction and contributes to the shaping of a higher education marketing strategy. However, the body of knowledge in th...
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The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-07-26 Dongjun Rew, Wonsuk Cha, Jin-Woo Kim, Joo Y. Jung
ABSTRACT Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service quality, student satisfaction (SAT), and UBL
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Brand posts and brand co-creation in higher education communities: a social communication process theory J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-07-24 Quynh Hoa Le, Luc Phan Tan, Thu-Hang Hoang
ABSTRACT Creating brand posts that stimulate customer interaction in online communities is both vital and challenging to marketing managers. Using social communication process theoretical framework (i.e. SMCR), the current study examines the impact of brand posts in online brand communities on students’ responses in ways that potentially co-create value for universities and illustrate the moderating
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Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-07-24 Sanjay Krishnapratap Pawar, Swati Amit Vispute
ABSTRACT The proliferation and increasing significance of AI-enabled voice assistants (AIVAs) for consumer purchase decisions imply the need for a better understanding of their acceptance in the higher education (HE) enrollment context. Using the Grounded Theory (GT) research method and a consumer value perspective, we examine the enrolment decision-making of international students in the presence
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The role of social media marketing activities in converting existing students into university advocates J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-07-24 Önder Kethüda, Yusuf Bilgin
ABSTRACT This paper focuses on university social media marketing (SMM) activities and their role in converting following students into university advocates on social media. The study, which has a relationship-oriented approach, first categorizes university SMM activities into four groups: entertainment, interaction, trendiness, and customization. Then it provides the theoretical background for the
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Dynamic capabilities and value co-creation in higher education J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-07-17 Cíntia Gabriele Beier, Serje Schmidt, Cristiane Froehlich
ABSTRACT The increased competition and the digital transformation process have produced significant pressure for universities. To support coping efforts, dynamic capabilities (DCs) and value co-creation capabilities (CCs) are essential. However, the relationship between these constructs is not clear in the literature. What is the relationship between DCs and CCs, and how do they contribute to the university’s
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Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-07-11 Farzana Masoor, Salma Naz Khattak
ABSTRACT Recent years have witnessed drastic changes in the priorities of higher education institutions due to evolving market ethos in academia. The trend has resulted in the hybridization of academic genres, impacting their generic structure and communicative purpose/s. This paper uses discourse analysis to qualitatively investigate admission advertisements as a case to witness the impact of corporate
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Does brand name matter in social media marketing? The interaction effect of brand name and ranking on behavior intention: a case of business school students in the US Midwest J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-06-20 Sangwon Lee
ABSTRACT This study examines the interplay of university brand name and ranking on behavior intention in both social media (e.g. Facebook) and traditional media (e.g. Magazine) contexts. One pre-test and two experiments were performed to test the interaction effect of brand name and raking on behavior intention and the underlying mechanism of the effect with the sample of US business school students
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The effects of profit-maximization on ethical climate in higher education: a qualitative study utilizing neutralization theory J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-06-04 Kenyatta Barber, Dennis A. Kopf, James W. Peltier
ABSTRACT This paper develops a neutralization framework of the effects of shareholder pressures on ethical climate, organizational behaviours, and student outcomes in the for-profit higher education (FP) industry. Using a qualitative interpretative approach, we interviewed twenty former and current FP employees with direct insight and experiences into FP. We present empirical evidence showing how employees
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Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-06-01 Matti Haverila, Kai Haverila, Caitlin McLaughlin
ABSTRACT The paper assesses the importance and performance of education service quality. Career preparation is a key part of the school experience. Thus, the study conducted an importance-performance analysis with career preparation as the key variable of interest. A survey instrument was used to collect responses at a Canadian University (N = 394), and the data were analyzed with PLS-SEM. Findings
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Student participation and quality of college life in Vietnam: the roles of values and negative interactions J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-05-31 Diep Quoc Bao, Nguyen Dong Phong, Nguyen Dinh Tho
ABSTRACT Drawing upon service-dominant logic, this study examines the direct and indirect (via process and outcome values) effects of student participation on quality of college life (QCL). Furthermore, the study investigates the moderating roles of negative student-to-student interactions in the effects of student participation on the aforementioned values. The findings, based on a dataset collected
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The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-05-29 Nino Tandilashvili, Sophie Balech, Marina Tabatadze
ABSTRACT In the context of an increasingly competitive environment in higher education, this article looks at the determinants of student satisfaction in European business schools. We analysed one French and one Georgian business school through a survey of 551 students. Structural equation modelling was used to test the research hypotheses, with qualitative data analysis further explaining the findings
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Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-05-09 Viraiyan Teeroovengadum, Christian M. Ringle, Robin Nunkoo, Hamish Coates
ABSTRACT This study aims to contribute to the existing literature on higher education marketing by proposing and empirically testing a theoretical model linking higher education quality, student satisfaction, and subjective well-being. The bottom-up spill over theory, the stimulus-organism-response theory, and the expectancy-disconfirmation theory, inform the development of the theoretical model of
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Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-05-01 Rongbin Yang, Santoso Wibowo, Sameera Mubarak, Mubarak Rahamathulla
ABSTRACT Studies have been conducted on university students’ acceptance of e-learning systems during COVID-19. However, less attention has been paid to students’ use of e-learning post-pandemic. This research provides a more comprehensive framework to investigate the effects of e-learning students’ various quality perceptions on attitude, learning engagement, and stickiness toward e-learning platforms
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Examining the antecedents of market mavenism in higher education J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-03-30 Leroy Robinson Jr.
ABSTRACT The competitive levels in the higher education market have intensified over recent years. There is a need to develop innovative strategies for communicating the institution's value proposition. Market mavens play a significant role in the marketplace and can be part of a communication strategy. They are individuals who facilitate the exchange of information and willingly provide help to other
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Voluntourism – can universities shape the present into a future? J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-03-18 Helena Rodrigues, Catarina Abreu
ABSTRACT The Voluntourism (VT) phenomenon combines volunteering with travelling. Students’ education as global citizens challenges universities for community-engagement programs to enrich participants’ personal and professional development. The present article addresses the issue of how universities can retransform VT into a win-win scenario based on co-creation experiential learning programs. A lexical
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Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-03-18 David Amani
ABSTRACT Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an advanced level of brand supportive behavior. The
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The role of brand authenticity for higher education institutions J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-03-18 Florent Girardin, Inès Blal, Renaud Lunardo
ABSTRACT Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of higher education expanded over the past few years. While research indicates that brand authenticity is more and more important for consumers in
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Alumni connectedness and its role in intention to contribute to higher education institutions J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-03-15 Amalia E. Maulana, Paul G. Patterson, Arif Satria, Indry A. Pradipta
ABSTRACT This study proposes a new giving behavior model for higher education institutions (HEI), featuring alumni connectedness as a primary predictor. This contrasts with previous studies that measured variables that showed an inconsistent influence as predictors of alumni’s desire to contribute. Alumni connectedness, built from socio-psychological literature, is a multidimensional variable that
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Decision comfort and student engagement in higher education J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-03-15 Sanjit K. Roy, Arnold Japutra, Gaganpreet Singh, Rajdeep Chakraborti
ABSTRACT In today’s dynamic service environment, the higher education sector has maintained steady growth. The incorporation of technology in the process of teaching engages the students in the classroom, however, the students tend to indicate lower levels of engagement. Although engagement in the classroom is pivotal for student success, a robust understanding of the means to enhance student engagement
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A model for assessing the active presence of institutions on social media: application to universities worldwide J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-02-24 Paul Capriotti, Andrea Oliveira, Carmen Carretón
ABSTRACT Today, being actively present on social networks promotes visibility in the digital environment. Active Presence requires choosing the platforms that best suit the communication needs of the audiences, developing a frequent activity (Activity) and disseminating a certain type of publications (Presence). This study defines and evaluates the level of the main dimensions of Active Presence in
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What determines the loyalty of university graduates? Analysis of sociodemographic factors and university experience J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-02-23 Teodoro Luque-Martínez, Luis Doña-Toledo, Nina Faraoni
ABSTRACT Behavioral intention of graduates says a lot about performance in higher education. Knowing the determinants of loyalty is a strategic issue. The objective of this work is to analyze the loyalty of university graduates (willing to follow university studies again and/or repeat the same qualification), while identifying the decisive socio-demographic factors (sex, age, father and mother qualifications)
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Social media marketing for student recruitment: an algorithmically sequenced literature review J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-02-19 Ilker Cingillioglu, Uri Gal, Artem Prokhorov
ABSTRACT The extant literature on the use of social media marketing for recruiting higher education students has an unstructured nature. To address this gap, this paper introduces a novel method called ‘algorithmic document sequencing’ (ADS) that links the key findings of 43 relevant articles procured from all databases to one another on the use of social media marketing for student recruitment in
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Blue blood students of occupational dynasties and their university choice: the moderating role of parent–child occupational following J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-01-29 Ahmed Eldegwy, Tamer H. Elsharnouby, Wael Kortam
ABSTRACT This study sheds light on a new category of students in higher education marketing literature – namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour premises to develop and empirically test a model for university choice decision. Data was collected from 367 prospective university students divided into two groups: occupational
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Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism J. Mark. High. Educ. (IF 3.906) Pub Date : 2023-01-29 Joshua Sarpong
ABSTRACT This study proposes the concept of strategic entrepreneurialism to suggest ways universities can best maintain their research autonomy in the face of increasing marketisation in higher education. Studies show that there is decreasing research autonomy globally, and while some scholars attribute this to corporate practices of the higher education system, others believe that those practices
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Does students’ satisfaction matter to faculty job satisfaction in higher education? J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-12-28 Mona Nassar, Aleksej Heinze, Sajjad M. Jasimuddin, Chris Procter
ABSTRACT Drawing on the marketing aspects of customer satisfaction, this paper provides insights into the relationship between students’ and lecturers’ satisfaction in a higher education institution. The study critically adopts the logic of relationship marketing, arguing that students’ satisfaction affects lecturers’ job satisfaction. The relationship between students’ and lecturers’ satisfaction
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Marketing of educational programs – a study of Swedish universities through presented images J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-12-25 Camilla Seitl, Åsa Rejnö
ABSTRACT Marketing of higher education through images sends a message about the targeted audience. Our aim was to investigate norms and representation in marketing images on the websites of higher education institutions. Critical visual methodology was used to study images from Swedish higher education programs in engineering, economics, and nursing. The results show a reproduction of already existing
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Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-12-05 Ali Galip Ayvat, Fatma Gunturkun
ABSTRACT This research aims to study whether students and their parents are exposed to a foundation university’s integrated marketing communication practices and to measure the effects of these practices on university choice. Two main groups of stakeholders are considered: the students and their parents. This study contributes to the theory by modeling the heterogeneity of impact of communication tools
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Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-11-28 Daniel Chin, Luke Van Der Laan, Jiraporn Surachartkumtonkun
ABSTRACT This paper explores the approach taken by regional Australian universities in recruiting students from Thailand, and the extent to which these strategies influence Thai students’ decision-making. International education is Australia’s largest services export; however, the negative effects of the COVID-19 pandemic have prompted universities to re-strategize. Thus far, limited research has been
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Reactive brand management in higher education: the case of a teacher training programme in the Netherlands J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-11-22 Jelle Mampaey, Wim Lambrechts
ABSTRACT Studies of marketing for higher education have widely explored the branding activities of specific entities in higher education such as universities and programmes, but they consistently focus on proactive brand management. Proactive strategies are centred around gaining and maintaining a stronger brand. This also implies that reactive strategies are underexplored. Reactive strategies are
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Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-11-13 Gerardo L. Blanco, Matthew Rombalski, Jhon Maldonado Mosquera
ABSTRACT The Fulbright Program is the oldest and largest program for US academic mobility, and therefore one of the most recognizable brands in international education. Despite its importance as a global brand associated with international education, this program has received very little attention from the perspective of marketing in higher education, even though the legacy of J. William Fulbright
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Strategies, benefits and barriers– a systematic literature review of student co-creation in higher education J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-11-06 Negin Zarandi, A. Soares, Helena Alves
ABSTRACT As competition for student enrollment and funding among universities increases, higher education institutions (HEI) need to critically endeavor to implement and offer high quality service experiences. Drawing on current literature on student co-creation, this paper aims at presenting a systematic review of the literature on co-creation strategies in higher education (HE) in order to map extant
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Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-11-02 Anh Mai To, Michael Mindzak, Narongsak Thongpapanl, Justin Mindzak
ABSTRACT Higher education institutions (HEIs) invest substantially in their social media presence for marketing, branding, student engagement, and recruitment purposes. To better understand HEIS’ current social media strategies, this study developed a mixed-method approach to analyze Facebook content and posting practices of postsecondary institutions in Ontario, Canada. A total of 13,467 Facebook
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Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-11-02 Stephen Wilkins, Joe Hazzam, John J. Ireland
ABSTRACT Previous research suggests that campus design and facilities may influence students’ institution choice, perceived teaching and learning quality, student experience, and student satisfaction. However, to our knowledge, this is the first study to investigate the possible benefits of a new purpose-built campus in a transnational education setting from the student perspective. It was found that
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University brand personality: a student-focused anthropomorphic storytelling perspective J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-10-27 Ilse Struweg, Marius Wait
ABSTRACT Increasingly, studies address higher education institutions’ brand personalities, as universities communicate specific brand personality attributes in their marketing to build stronger, longer-lasting relationships. This study uses the six dimensions in the university brand personality scale (UBPS) of Rauschnabel, Krey, Babin, and Ivens (2016 Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens
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Factors affecting the success of marketing in higher education: a relationship marketing perspective J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-09-12 Surej P. John, Rouxelle De Villiers
ABSTRACT The current study examines the conceptual foundations and drivers of relationship marketing ideologies and their marketing applications in the tertiary education sector. Towards these objectives, a series of semi-structured interviews have been conducted among students of leading tertiary education institutions in New Zealand. Results of the study suggest that education providers’ (EPs) service-oriented
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University branding: student experience, value perception, and consumption journey J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-09-05 Shu-Ching Chen
ABSTRACT This study provides empirical insights into university branding and links it to student experience, value perception, and consumption journey. It also explores the relationship between these factors and their assistance to university brands in tackling the global issue of international student mobility. A review of branding literature, consumer experience, customer value, and consumer journey
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Managing perceptions of credibility and social attraction: expectations of university presidents on Twitter J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-08-24 America L. Edwards, Leah M. Omilion-Hodges
ABSTRACT Through deliberate communication and enactment of marketing strategies, university presidents act as institutional brand representatives. One way in which these leaders communicate with their stakeholders is through social-networking sites (SNS). Extant research, however, shows that not only do SNS serve as sources of information, but they also provide cues that receivers, such as student
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What factors drive the purchase of paid online courses? A systematic literature review J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-08-02 Lan Ma, Saeed Pahlevan Sharif, Kok Wei Khong
ABSTRACT Despite a surge of empirical work on paid Massive Open Online Courses (MOOCs), a review of factors that drive the sales of them remains unexplored. The study aims to consolidate the existing fragmented knowledge by synthesizing the current literature on quality attributes, methodological approaches, theoretical foundations, and additional research opportunities for future studies on sales
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Student Relational Bonding – the key to focusing on needs of the individual – a UK study J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-07-18 Paul Gibbs, Aftab Dean, John Graeme McLean
ABSTRACT The marketisation of Higher Education (HE) has created a rhetoric of individuality in terms of how students are defined and the extent to which they as individuals ultimately benefit and flourish. Yet as we propose, the system is actually based on a notion of commonality driven by financial imperatives which affect both the university and the student. To recognise this is not to be controversial
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Conceptualisations of market orientation in the higher education literature J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-07-05 Tomás Dwyer
ABSTRACT This paper addresses how market orientation (MO) is conceptualised in the higher education (HE) literature. A search of major research databases with multiple keywords was performed to identify relevant peer-reviewed articles over twenty years. Five categories of literature conceptualising MO in an HE context are delineated. The paper concludes that a conceptualisation of MO in an HE setting
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Developing and testing a customer value co-creation model of higher education institutions J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-06-19 Mei Teh Goi, Vigneswari Kalidas, Norzita Yunus
ABSTRACT The co-creation concept is a growing marketing strategy adopted in service industries, however within the higher education industry, the development of the co-creation model is considerably slow going. Drawing upon the Theory of Service-Dominant Logic and input-process-output-outcome (IPOO), this study aims to develop and test a customer value co-creation model for Higher Education Institutions
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Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-06-13 Vik Naidoo, Rajat Roy, Fazlul K. Rabbanee, Terry Wu
ABSTRACT Tuition fee (or price) setting drivers are still an under-researched area. We attempt to fill this gap using universities as the basis of analysis. Grounded in pricing contingency theory, specifically, pricing capability literature, a conceptual model is developed using qualitative data from eight annual pricing cycles (2009–2017). We test the model using quantitative data collected over 18
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Princeton as Prada: college choice in the United States as luxury consumption for the extended self J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-06-13 David S. Ackerman, Emi Moriuchi, Barbara L. Gross
ABSTRACT This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively influencing how much students liked a particular
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An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-06-13 Janire Gordon-Isasi, Lorea Narvaiza, Juan José Gibaja
ABSTRACT Integrated marketing communication (IMC) has attracted growing interest from scholars. In recent years, they have emphasised the need to apply IMC to all organisations and assess their business performance. Echoing this line of thought, this exploratory paper analyses the interrelationship between the level of IMC adopted and business performance in higher education institutions (HEIs). The
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An interactive decision-making model of international postgraduate student course choice J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-06-13 Carolyn McNicholas, Rita Marcella
ABSTRACT This paper explores the decision-making process of international non-EU postgraduates when choosing a qualification from a UK business school and proposes a new model which reflects the iterative, cyclical and continuous nature of the process. The degree of rigour and rationality employed in decision-making was often limited and influenced by culture and the composition of the decision-making
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Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-04-25 Oluwatobi A. Ogunmokun, Seldjan Timur, Juliet E. Ikhide
ABSTRACT In the context of the COVID-19 pandemic, this study offers a contemporary look at crisis response in higher education and demonstrates the marketing implications of universities’ crisis response. Using Situational Crisis Communication Theory, the link between university crisis response and student attrition through resilient coping and trust was examined. Data collected from 340 students were
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Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students J. Mark. High. Educ. (IF 3.906) Pub Date : 2022-04-18 Purificación Alcaide-Pulido, Belén Gutiérrez-Villar, Mariano Carbonero-Ruz, Helena Alves
ABSTRACT Currently, the higher education sector can be considered a marketplace, within which university education is considered a marketable service in the literature on higher education management. The analysis of the variables that generate university image has been the subject of numerous studies on higher education institutions (HEIs). The purpose of this study was to analyse the comparative weightage