What is the quality of students attracted to the marketing major relative to other business majors? Although some anecdotal evidence suggests that undergraduate marketing students are less quantitatively oriented, there has been no comprehensive assessment of the overall quality of marketing students relative to other business students. Using a…

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…

Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003-2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional…

Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities--one from each of the HE "mission groups." The evidence indicated…

"Quackery" is a term commonly associated with the medical profession. It is often associated with those who are proponents of alternative medicines, the benefits of which are not based on science. In this article, it is asserted that quack methodologies have been infused into the teaching of marketing. Marketing education is not indicted with…

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school…

The purpose of this investigation is to understand the antecedents of student loyalty in the Brazilian context. In particular we address the impact of student trust, commitment and quality perception on loyalty. A quantitative study was conducted among business management student majors from two private Brazilian Higher Education Institutions…

Quality of education has been a concern for decades. Gradually it is becoming more specialised and commercialised throughout the world. In this study a sample of 400 students were taken from the five renowned private universities of Bangladesh for measuring perception toward education quality of existing students. Principle component analysis was…

Researchers have found a strong relationship between improvements in quality and satisfaction, revenue, and cost. However, no study to date investigates the same for higher education. This study investigates whether institutions of higher education have implemented quality improvement programs, and if so, if the results are similar to what has…

With the intensified pace of globalization and increasing customer expectations, the higher education sector, like other economy sectors, faces increasing competition in terms of serving customers better. Service has been recognized as an effective tool for a competitive advantage. Thus, there is always a need for a more effective way of improving…

It has been suggested that in the service sector there is a need to promote strategies devised to supply each market with what it really demands. It is particularly so in the education field, where competitiveness is increasing in intensity day by day. The design of such strategies requires taking as starting points the identification of the…

The overall purpose of this research is to further our understanding of how students perceive service quality in Egypt's private universities. The paper also tests the SERVQUAL dimensions in higher education within an Arab, non-Western context. A sample of 508 students from four private universities in Egypt participated in the study. Student…

"U.S. News & World Report" has published a ranking of the top 50 MBA programs since 1990. Today, there are more than a half dozen different rankings of MBA programs and they are so popular and powerful, that prospective students, alumni, legislators, college presidents, deans, and admissions officers wait with bated breath to see where their…

This paper explores how perceived attractiveness of the social life at a college/university influences potential applicants' likelihood to request information from, visit and apply to (decision approach actions) that school. Results obtained from a study of high school juniors indicate that attractiveness of social life, defined in terms of…

Universities face a multitude of issues and challenges in the current era of higher educational endeavors. Universities are being urged to provide high quality education, exist as a well-reputed university, achieve enrollment success, improve competitive positioning, provide contemporary and well-designed academic programs, and maintain financial…