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Davood Ghorbanzadeh; Mohsen Sharbatiyan – Interactive Technology and Smart Education, 2024
Purpose: Despite promising conceptual developments in value co-creation behaviors, the scholarly attention afforded to the importance of the university website features in strengthening the university brand image and reputation through students' value co-creation behaviors is limited. University website features are conceptualized as a…
Descriptors: Web Sites, Reputation, Higher Education, Social Media
Abu Rashed Osman; Mohd Hasanur Raihan Joarder; Md. Kazimul Hoque; Jakowan – Journal of Education and e-Learning Research, 2024
The aim of this study is to explore the relationship between student engagement, brand image, student satisfaction and loyalty. Furthermore, the study intends to explore the mediating role of student satisfaction in the relationship between engagement and loyalty as well as brand image and loyalty in the context of higher education. A…
Descriptors: Private Colleges, College Students, Student Attitudes, Learner Engagement
Sudhana, Pranakusuma; Noermijati; Hussein, Ananda Sabil; Indrawati, Nur Khusniyah – Athens Journal of Education, 2023
This paper aims to explain the unsuccessful relationship between the awareness of prominent international education brands and enrollment intention. A serial mediation model encompassing perceived congruity and brand attitude was developed and was tested using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique involving 132…
Descriptors: Enrollment Trends, International Schools, Foreign Countries, International Education
Song, Bee Lian; Lee, Kim Lian; Liew, Chee Yoong; Subramaniam, Muthaloo – International Journal of Educational Management, 2023
Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…
Descriptors: Social Media, Reputation, Marketing, Higher Education
Khanna, Kritika; Pandher, Jagwinder Singh; Bedi, Sarbjit Singh – Higher Education, Skills and Work-based Learning, 2023
Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…
Descriptors: College Students, Attachment Behavior, School Attitudes, Marketing
Ghorbanzadeh, Davood – Journal of Applied Research in Higher Education, 2023
Purpose: This study investigates the effect of university website features and value co-creation behaviors of students on promoting brand image and brand reputation at Islamic Azad University in Iran. Design/methodology/approach: The study is quantitative. Using convenience sampling techniques, a responsive group of 384 students was chosen from…
Descriptors: Web Sites, Advertising, Marketing, Foreign Countries
Long Hoang Le; Son Cong Bui; Giang Huong Duong; Yung-Chi Chang – Journal of Marketing for Higher Education, 2024
There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…
Descriptors: Marketing, Reputation, Higher Education, Universities
Munjin – Pegem Journal of Education and Instruction, 2022
This research aims to analyse the strategy implemented by private institution of Islamic education in building brand image. It is very crucial for the educational institution to build the brand image in order to survive within the competitive struggle. Moreover, Chen explains that brand image is considered as a myth of the school by some parents…
Descriptors: Private Schools, Islam, Religious Education, Institutional Characteristics
Umer Zaman; Murat Aktan; Hasnan Baber; Shahid Nawaz – Journal of Marketing for Higher Education, 2024
University brand marketing leaders are reimagining their brand response to the global crisis, as COVID-19 pandemic continues to raise fears, especially due to the recent spike of the 'delta variant' outbreaks. Addressing this serious and immediate concern, the present study made the initial attempt to investigate the effects of forced-shift to…
Descriptors: Educational Change, Electronic Learning, Foreign Countries, Foreign Students
Schlesinger, Walesska; Cervera-Taulet, Amparo; Wymer, Walter – Journal of Marketing for Higher Education, 2023
This study investigates the influence of university brand image, satisfaction, and alumni's university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our…
Descriptors: Universities, Reputation, Marketing, Alumni
Ibraimova, Lira; Koyanbekova, Sara; Ryskulbek, Didar; Moldagali, Bakytgul; Serikova, Samal – Journal of Social Studies Education Research, 2023
National brands of the Kazakh people are insufficiently researched based on the special criteria for defining the concept of a brand from a scientific perspective. This article is relevant in this context. Interest in branding and its formation is a topic staying relevant. It is a driving force behind globalization and international competition.…
Descriptors: Foreign Countries, Reputation, Global Approach, Competition
Amélia Brandão; Áurea Silva Ramos – Journal of Marketing for Higher Education, 2024
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 in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…
Descriptors: Psychological Patterns, Social Media, Student Recruitment, Marketing
Pere Ayling – Discourse: Studies in the Cultural Politics of Education, 2024
Education-UK and British private schools more specifically are often framed as a global brand of 'world-class' quality. However, the increased competition within the international education market has meant British private schools cannot rest on their laurels but instead must continue to project their 'world-classness' in a way that does not…
Descriptors: Foreign Countries, Private Schools, Reputation, Whites
Dinçer, Sezer – International Journal of Education and Literacy Studies, 2023
The majority of the pieces that make up the structures of the piano are wooden products. Large piano brands provide resources for the materials. They use various forest products or they create their own forests. Respecting life, biodiversity together with protecting nature and our world are important elements for sustainable environmental…
Descriptors: Musical Instruments, Sustainability, Conservation (Environment), Woodworking
Nofrizal; Undang Juju; Aznuriyandi – Higher Education Quarterly, 2024
This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM-SmartPLS 4.0 Structural Equation Modelling, this study presents a solid…
Descriptors: College Bound Students, High School Seniors, College Choice, Social Media