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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
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Story, John – Journal of Marketing for Higher Education, 2023
In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to…
Descriptors: Higher Education, Marketing, Universities, Diversity
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Japutra, Arnold; Wang, Shasha; Li, Ting – Journal of Marketing for Higher Education, 2023
While student class involvement (i.e. engagement in classes) has been studied thoroughly, student educational involvement (i.e. willingness to take education) is rarely studied. Such research is essential due to decreased student enrolment in education. A survey of 425 participants was conducted to explore the influence of self-congruence and…
Descriptors: Higher Education, Marketing, Congruence (Psychology), College Students
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Kim, Young Do; Nam, Changhyun; LaPlaca, Ashley M. – Journal of Marketing for Higher Education, 2023
This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…
Descriptors: Marketing, Sustainability, College Athletics, Attitudes
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Cassar, Mario; Caruana, Albert – Journal of Marketing for Higher Education, 2023
Universities websites have become a recruitment tool that is popular with students. Recruitment pages often seek to demonstrate the benefits of studying at the institution by adopting an objective approach that makes use of textual content that emphasises facts and data. Story-based text consisting of alumni experiences of a programme of studies…
Descriptors: Marketing, College Students, College Applicants, Foreign Students
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Kethüda, Önder – Journal of Marketing for Higher Education, 2023
Positioning strategy and ranking are critical issues in an increasingly competitive higher education landscape. Unless there is conceptual congruence between positioning strategies and rankings, the signals may become diffused and confusing for prospective students. This paper seeks the congruence between positioning strategies and ranking. Since…
Descriptors: Marketing, Higher Education, Universities, Reputation
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Hosein, Anesa; Rao, Namrata – Journal of Marketing for Higher Education, 2023
The sources and types of information that prospective university students access during the recruitment phase have been widely researched. However, there is limited research on the usefulness of the learning and teaching (L&T) information provided by universities to prospective students in describing their own learning experiences of the…
Descriptors: College Programs, Web Sites, Student Satisfaction, College Students
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Evelyn Hendriana; Khairil Wahidin Awang; Raja Nerina Raja Yusof – Journal of Marketing for Higher Education, 2023
A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer's decision-making process. However, marketing scholars are apt to disregard these elements…
Descriptors: Foreign Students, Decision Making, High School Students, Foreign Countries
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Dan Liu; Alun DeWinter; Peter Harrison; Katherine Wimpenny – Journal of Marketing for Higher Education, 2023
China continues to experience rapid economic growth and the increasing demand for tertiary level education of Chinese citizens has created a significant market for Higher Education (HE) providers across the globe. Transnational Higher Education (TNHE), where the delivery of an overseas degree is partly conducted in the host country, continues to…
Descriptors: Foreign Countries, Higher Education, Global Approach, Student Motivation
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Shahira El Alfy – Journal of Marketing for Higher Education, 2023
The research explores community orientation (CO) perceptions and their potential outcomes within a higher education context. The study follows a three-step approach that draws from service marketing, organization theory, and higher education literature. Subsequently, a qualitative approach is adopted to develop the research model, followed by a…
Descriptors: Higher Education, Marketing, Academic Support Services, Community Needs
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Ismail Erkan; Sevtap Unal; Fulya Acikgoz – Journal of Marketing for Higher Education, 2023
The purpose of this study is to understand the factors affecting a university's image and students' supportive attitudes. To this end, we have developed a new model, named the 4Q Model. Previous studies have already proposed a number of factors affecting university image. However, in this study, we simplified the factors into four main titles…
Descriptors: Reputation, Student Attitudes, College Students, Educational Quality
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Kamran Khan; Irfan Hameed; Syed Karamatullah Hussainy – Journal of Marketing for Higher Education, 2023
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…
Descriptors: Marketing, Institutional Characteristics, Institutional Advancement, College Faculty
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Natalia V. Volkova; Maria S. Plakhotnik – Journal of Marketing for Higher Education, 2023
This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing…
Descriptors: Stakeholders, School Culture, College Students, College Faculty
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Mehmet Özer; Alper Özer; Akin Koçak – Journal of Marketing for Higher Education, 2023
Identification and attachment are topics comprehensively investigated in consumer--brand and person--non-business institution relationships. However, little is known about the antecedents and consequences of these concepts in the university-student relationship. We investigate the attachment--identification connection with the student--university…
Descriptors: Identification, Higher Education, Psychological Patterns, Self Concept
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Tran, Thi Bich Hanh; Vu, Anh Dung – Journal of Marketing for Higher Education, 2022
The study seeks to explore the influence of university-enterprise collaboration orientation on university's performance. Specifically, the study investigates the effects of alliance scanning, alliance coordination, and alliance learning on university's innovative performance and market performance. The effects were tested on the sample of 191…
Descriptors: School Business Relationship, Foreign Countries, Universities, Innovation
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