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Twum, Kojo Kakra; Adams, Matilda; Budu, Stephen; Budu, Rosina Akuokor Anati – Journal of Marketing for Higher Education, 2022
This study examines the influence of library service quality dimensions (i.e. service affect, information access, library as place, and personal control) on user satisfaction, as well as user satisfaction on user loyalty. Data were drawn from 349 library users from a public university library in Ghana. The hypothesized relationships were analyzed…
Descriptors: Academic Libraries, User Satisfaction (Information), Users (Information), Library Services
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Chikazhe, Lovemore; Makanyeza, Charles; Kakava, Nicholas Z. – Journal of Marketing for Higher Education, 2022
Studies focusing on the effect of graduates' perceived service quality, graduates' satisfaction and loyalty on graduates' perceived job performance are scarce. Therefore, this study was conducted to narrow this knowledge gap. A cross-sectional survey of 430 university graduates was carried out in Harare, Zimbabwe. Structural equation modelling was…
Descriptors: Foreign Countries, College Graduates, Job Performance, Perception
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Espinoza, Oscar; González, Luis Eduardo; Sandoval, Luis; Loyola, Javier; McGinn, Noel; Castillo, Dante – Journal of Marketing for Higher Education, 2022
The objective of this study was to understand which factors contribute most to Psychology and Teaching graduates' satisfaction with their university professional formation. Two factors were assessed: the level of admissions selectivity by the university attended, and the salary received once employed. The participants graduated from three…
Descriptors: College Graduates, College Admission, Selective Admission, Employment Level
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Tari Kasnakoglu, Berna; Mercan, Hande – Journal of Marketing for Higher Education, 2022
Student engagement has been extensively studied from 'student as co-producer' and 'student as customer' perspectives, while co-creation may provide a renewed framework aiming for an extended and more useful relationship between students and instructors through dyadic interactions. With the intention of theorizing co-creation in a more…
Descriptors: Teacher Student Relationship, Cooperation, Models, Educational Resources
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Chatterji, Niti; Rameshwar, Rudra; Kiran, Ravi – Journal of Marketing for Higher Education, 2022
The study explores the relationship among relational capital and performance of universities in North India. In the first phase, the study identified the major contributors of relational capital by grounding of literature. University-industry collaboration, information disclosure and marketization emerged as major contributors which were also…
Descriptors: Universities, School Business Relationship, Correlation, Disclosure
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Wong, Lai-Wan; Tan, Garry Wei-Han; Hew, Jun-Jie; Ooi, Keng-Boon; Leong, Lai-Ying – Journal of Marketing for Higher Education, 2022
This paper explores the characteristics of mobile social media marketing adoption in the context of digital natives via an extended Mobile Technology Acceptance Model. Specifically, mobile usefulness and mobile ease of use were studied together with (1) networks relationship properties: homophily and tie-strength to understand their impacts on…
Descriptors: Social Media, Marketing, Usability, Social Influences
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Kosmaczewska, Joanna – Journal of Marketing for Higher Education, 2022
The present study attempts to propose a model integrating different factors that influence the decision-making process of choosing foreign academic destinations for short-term mobility. The theoretical model will be supported by empirical research carried out using a questionnaire administered to students who participated in an exchange programme…
Descriptors: Decision Making, Study Abroad, Student Mobility, Student Attitudes
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Knight, Elizabeth Bronwen – Journal of Marketing for Higher Education, 2022
Through historically oriented critical discourse analysis this article considers how the messages regarding the purpose of higher education, as presented in prospectuses of four case study institutions, have been impacted by massification and marketisation in England between 1977 and 2018. The prospectuses of four higher education institutions of…
Descriptors: Marketing, Higher Education, Educational Attainment, Discourse Analysis
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Manzoor, Shamima Raihan; Ho, Jessica Sze Yin; Al Mahmud, Abdullah – Journal of Marketing for Higher Education, 2021
Global student mobility has reached far beyond Europe, North America, and Australia. Malaysia, Singapore, and South Korea have become the 'emerging contenders' focusing on attracting international students, primarily from other Asian countries. This heightened competition among higher education institutions (HEIs) challenges their sustainability.…
Descriptors: Universities, Reputation, Sustainability, Models
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Nonis, Sarath A.; Hudson, Gail I.; Philhours, Melodie J. – Journal of Marketing for Higher Education, 2021
Higher education has historically focused on demographics to target prospective students in recruitment and retention efforts. This study focuses on the effect of psychographic and behavioral elements at the learner level to identify student segments and to influence the outcomes that lead to retention and ultimately graduation. Psychographics…
Descriptors: Undergraduate Students, Learning Strategies, Student Characteristics, Personality Traits
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Eger, Ludvík; Egerová, Dana; Tomczyk, Lukasz; Kryston, Miroslav; Czeglédi, Csilla – Journal of Marketing for Higher Education, 2021
In recent years, social media has provided higher education institutions with new means of communication with their target groups. In this study, research was conducted on top public universities from four countries in Central Europe, with a focus on their Public Relations activities on Facebook. The purpose of this research is to explore the use…
Descriptors: Social Media, Public Relations, Higher Education, Foreign Countries
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Carvalho, Liliana; Brandão, Amélia; Pinto, Luísa Helena – Journal of Marketing for Higher Education, 2021
Higher Education Institutions (HEIs) are increasingly aware of the importance of brand equity for brand strategy. Earlier research has disregarded the eWOM of HEIs, so this study furthers our understanding of the importance of eWOM on the creation and leverage of HEIs' brand equity. A qualitative approach was adopted, with semi-structured…
Descriptors: Computer Mediated Communication, Higher Education, Marketing, Reputation
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Abdelmaaboud, Abdelhamid K.; Peña, Ana Isabel Polo; Mahrous, Abeer A. – Journal of Marketing for Higher Education, 2021
This study examines the influence of student-university identification on student's advocacy intentions directly and indirectly through student satisfaction and student trust and investigates the moderating role of students' gender. Drawing upon a sample of (n = 741) undergraduate students from different Spanish universities and using structural…
Descriptors: Undergraduate Students, Student College Relationship, Student Satisfaction, Identification (Psychology)
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Singh, Sonali; Jasial, Sumeet Singh – Journal of Marketing for Higher Education, 2021
The purpose of this paper is to examine service quality constructs which leads to student satisfaction in the setting of Indian higher management education institutes. In this study, researchers made an attempt to investigate the moderating effect of perceived trust on the relationship between service quality and student satisfaction. The findings…
Descriptors: Trust (Psychology), Student Satisfaction, College Students, Business Administration Education
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Pedro, Ilda Maria; Mendes, Júlio da Costa; Pereira, Luís Nobre – Journal of Marketing for Higher Education, 2021
This study collects reliable information about the commitment relationship (CR) between alumni and higher education institutions (HEIs) to increase the existing knowledge in terms of both theoretical and practical issues. Based on the literature review and findings from a previous qualitative research a theoretical model for a sample of 2008…
Descriptors: Alumni, Higher Education, Student School Relationship, Motivation
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