Purpose: Under-examination of the notion of competition between schools has created a considerable asymmetry between the reality and the literature of schooling. Therefore, the purpose of this paper is to investigate the validity of school competition and verify the propositions regarding the effects of school marketing practices in literature,…

Purpose: The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students' selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students' selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to…

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…

Purpose: This study analyzes the impacts of trust in the confessional institution of primary education on a students' spirituality and performance and the moderating effect of the families' religion on the relationship between trust in the school and the student's spirituality as perceived by parents and guardians. Design/methodology/approach:…

Purpose: The purpose of this paper is to highlight the value of university social responsibility (USR) by investigating its impact on student-university identification and student loyalty. It also examines the mediating effect of student-university identification and the moderating effect of the perceived importance of USR. A comparative study is…

Purpose: The purpose of this paper is to report the factors that influence Vietnamese students' choice of university in a little researched context where the effects of globalization and education reform are changing higher education. Design/methodology/approach: A quantitative survey was completed by 1,124 current or recently completed university…

Purpose: Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize…

Purpose: The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems from satisfaction with service augmentation elements. It also examines the influence of brand choice attainment on both…

Purpose: In the context of falling demand for higher education and, in particular, doctoral studies, it is important to understand how to attract new students. The purpose of this paper is to present an analysis of the decision-making process the PhD students of Baltic universities followed when choosing whether to continue their education at…

Purpose: The purpose of this paper is to examine the effects of university social responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study. USR activities may be implicit or explicit, i.e., actively…

Purpose: The purpose of this paper is to determine factors that influenced international university preference, looking at country of origin (COO), that is the COO of the course and program modes (PMs). This study specifically focusses on differences in perceptions across students from Malaysia and China. Design/Methodology/Approach: Conjoint…

Purpose: The purpose of this paper is to examine the differences between the four main kinds of business schools in Egypt (private; internationally affiliated; public with local programs; and public with international programs) in terms of perceptions of entrepreneurial orientation (EO). Design/Methodology/Approach: Data were gathered 212 with a…

Purpose: The purpose of this paper is to critically investigate the discourse on "competitive advantage", a concept that has been widely applied in the public higher education sector, but rarely defined and conceptualised. Design/methodology/approach: In order to get some insightful understanding about how "competitive…