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Asaad, Yousra; Melewar, T. C.; Cohen, Geraldine – Journal of Marketing for Higher Education, 2015
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…
Descriptors: Marketing, Student Recruitment, Foreign Students, Foreign Countries
Kamal Basha, Norazlyn; Sweeney, Jillian C.; Soutar, Geoff – Journal of Marketing for Higher Education, 2015
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…
Descriptors: Higher Education, Global Approach, College Choice, Risk
Chee, Chiu Mei; Butt, Muhammad Mohsin; Wilkins, Stephen; Ong, Fon Sim – Journal of Marketing for Higher Education, 2016
Over the last decade, international branch campuses have been established by universities from developing countries as well as developed countries. Little research has been conducted into students' perceptions of branch campuses from different countries, or how universities from different countries compete in the increasingly competitive market. A…
Descriptors: Higher Education, Delivery Systems, Comparative Education, Comparative Analysis
Sujchaphong, Narissara; Nguyen, Bang; Melewar, T. C. – Journal of Marketing for Higher Education, 2015
The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial…
Descriptors: Foreign Countries, Universities, Marketing, Employee Attitudes
Idris, Muhammad Zaffwan; Whitfield, T. W. Allan – Journal of Marketing for Higher Education, 2014
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…
Descriptors: Universities, Higher Education, Marketing, Advertising
Clarke, Geraldine – Journal of Marketing for Higher Education, 2005
The paper presents empirical research that investigated significant dependent relationships between "type" of influencer, e.g., parent, sibling, friend and total number of influencers, and levels of satisfaction within the context of an extended service buying process, i.e., application to an institution of higher education. The type of…
Descriptors: Higher Education, Marketing, Siblings, Foreign Countries