The primary goal of this research is to provide the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS. Specifically, this study addresses consumers' motivations in terms of why they follow a brand's account on Instagram, helping us to understand what specific motives and needs consumers have…

Purpose: This study empirically investigates the influence of students' brand attitudes and perceptions of brand fit on their study intention vis-à-vis international brand alliances and individual brands after alliance. Design/methodology/approach: Structural equation modelling (SEM) was used in data analysis, and a questionnaire was administered…

The widespread popularity of social media facilitates many changes in the higher education sector including the branding activities of Higher Educational Institutions (HEIs) in developing countries. Drawing from the uses and gratifications theory, this paper examines the influence of social brand engagement among prospective students on brand…

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…

Each year, millions of high school students consider whether to continue their schooling and attend and complete college. Despite strong evidence that a college degree yields far-reaching benefits, some critics of higher education increasingly argue that college "does not pay off" and that some students--namely, disadvantaged prospective…

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…

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.…

The core of brand citizenship behavior (BCB) is to find ways to improve a brand's standing in the market. The suggested model has two sides, the internal side is focused on organizational inputs that contribute to BCB and the external side is focused on the marketing side of BCB. The data has been collected from 245 respondents by using a…

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…

HEIs globally face growing competition that demands new marketing strategies and practices to leverage the power of social media platforms to increase brand engagement of HEIs. Largely ignored in past studies, this study established the much-needed link between brand equity drivers, namely brand experience, brand interactivity, and brand…

The purpose of this study was to examine ways that long-term interests in high school students could be inspired and facilitated in educational contexts. In particular, it explored how a high school Science Research (SR) program cultivated belonging and supported autonomy in ways that inspired and promoted well-developed individual interests. This…

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…

Purpose: The objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions. Design/methodology/approach: Using a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A…

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…

Purpose: The study aims to explore strategic employer brand management by combining experiences of multiple organizations. In particular, the purpose is to identify what strategic management processes managers consider relevant to employer brand management for small- and medium-sized enterprises (SMEs). Design/methodology/approach: This study took…