A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present…

The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct…

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey…

Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the…

Increasing enrollment in undergraduate and graduate economics courses that focus on the natural world (natural resource, environmental, energy, and mineral economics) is important for preparing a work force capable of addressing complex environmental issues. This is especially challenging for smaller universities that want to offer diverse…

In order to produce distinctiveness that leads to competitive advantage, higher education institutions must remain cognizant that students are co-creators. Thus, to create genuine value in educational service delivery, there is a need for a more highly developed understanding of the student-institutional intersection. The present research…

Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…

This paper mainly aims to identify the impact of online advertising on students' decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it…

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…

This research extends recent efforts that have introduced and empirically tested a conceptual model of brand community in the context of higher education. This emerging literature has indicated that brand community provides a framework that can inform and guide marketing investments in ways that lead to affinity and stronger loyalty to the brand…

Relying heavily on case or regional studies, higher education institutions market the perceived global skills that students acquire from education abroad as a value-added commodity. As industries increase their global reach, understanding the labor market effects of education abroad from a national perspective is necessary and timely. This study…

The parallel political marketplace conceptualization is used to analyze the political environment in which colleges and universities operate, including the effect of citizen/consumer groups on institutional marketing decisions, advocacy organizations, flow of favors and threats in political systems, political roles served by marketing, and…

Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings…

Having applied Unified Theory of Acceptance and Use of Technology (UTAUT) to predict intention and future usage behavior, the moderating effect of educational level was added to the model in moderating the relationship between variables. Also, despite past studies, Effort Expectancy had a higher beta than Performance Expectancy, while Social…

This field/analytical study examined the marketing actions (antecedents) and performance (consequences) of relationship quality in a higher education setting. To analyze data collected from a random sample of 271 undergraduate students at AL-Zaytoonah Private University of Jordan, the linear structural relationship (LISREL) model was used to…