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Partlo, Margaret; Ampaw, Frim – Journal of Marketing for Higher Education, 2018
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…
Descriptors: Undergraduate Students, Higher Education, Regression (Statistics), Business Administration Education
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Gibbs, Paul – Journal of Marketing for Higher Education, 2018
Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to 'need' more things. To buy what they now need, they need money. To earn money, they work longer hours. Being…
Descriptors: Higher Education, Marketing, Consumer Economics, Anxiety
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Poole, Sonja Martin; Levin, Michael A.; Elam, Kate – Journal of Marketing for Higher Education, 2018
The purpose of this paper is to propose an alternative model to conventional higher education institution (HEI) rankings that can better communicate meaningful differentiation to prospective students. A five-step approach is followed to form clusters and classify HEIs. Cluster analysis is performed on two separate datasets containing (1) public…
Descriptors: Higher Education, Institutional Evaluation, Student Recruitment, Multivariate Analysis
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Pedro, Ilda Maria; Pereira, Luis Nobre; Carrasqueira, Hélder Brito – Journal of Marketing for Higher Education, 2018
This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present 'image of…
Descriptors: Alumni, Foreign Countries, Relationship, Surveys
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Wilkins, Stephen; Butt, Muhammad Mohsin; Heffernan, Troy – Journal of Marketing for Higher Education, 2018
The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka.…
Descriptors: Foreign Countries, International Cooperation, Marketing, Student Satisfaction
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Kashif, Muhammad; Cheewakrakokbit, Pimpa – Journal of Marketing for Higher Education, 2018
We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization…
Descriptors: Foreign Countries, College Students, Business Schools, Business Administration Education
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Goi, Mei-Teh; Kalidas, Vigneswari; Yunus, Norzita – Journal of Marketing for Higher Education, 2018
This study aims to examine the Stimulus-Organism-Response (SOR) model in the context of Higher Education Institutions (HEIs). Unlike previous studies, this study tested two organism variables, namely emotion and experience, as mediators in the relationship between seven dimensions of stimulus and response. Self-administered questionnaires were…
Descriptors: Higher Education, College Students, Public Colleges, Private Colleges
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Dillingham, Reginald T.; Breffle, William S.; Kelly, Matthew C. – Journal of Marketing for Higher Education, 2018
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…
Descriptors: Economics Education, Multivariate Analysis, Models, Case Studies
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Herold, Kristiina; Sipilä, Jenni; Tarkiainen, Anssi; Sundqvist, Sanna – Journal of Marketing for Higher Education, 2017
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…
Descriptors: Beliefs, Hypothesis Testing, Speech Communication, Dialogs (Language)
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Pizarro Milian, Roger; Quirke, Linda – Journal of Marketing for Higher Education, 2017
This study empirically examines how for-profit career colleges in Ontario, Canada market themselves to prospective students. It uses a mixed-methods approach to review the content of 489 online promotional profiles representing 375 unique for-profit colleges. It finds that for-profit colleges adopt several distinct marketing strategies, including…
Descriptors: Foreign Countries, Institutional Advancement, Public Relations, Outreach Programs
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Peruta, Adam; Shields, Alison B. – Journal of Marketing for Higher Education, 2017
This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should…
Descriptors: Higher Education, Social Media, Colleges, Web 2.0 Technologies
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Rutter, Richard; Lettice, Fiona; Nadeau, John – Journal of Marketing for Higher Education, 2017
While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand…
Descriptors: Higher Education, Communication Strategies, School Catalogs, Content Analysis
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Brech, Felicitas M.; Messer, Uwe; Vander Schee, Brian A.; Rauschnabel, Philipp A.; Ivens, Bjoern S. – Journal of Marketing for Higher Education, 2017
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…
Descriptors: Social Media, Higher Education, Interaction, School Community Relationship
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Robinson, Leroy – Journal of Marketing for Higher Education, 2017
As the marketplace for higher education changes, attracting and retaining students is of utmost importance. Providing successful course delivery methods (e.g. face-to-face, fully online, hybrid) offers an opportunity for universities to differentiate from each other. This research investigates the relationships involved in student acceptance of…
Descriptors: Success, Online Courses, Delivery Systems, Courseware
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Clark, Melissa; Fine, Monica B.; Scheuer, Cara-Lynn – Journal of Marketing for Higher Education, 2017
The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups,…
Descriptors: Higher Education, Social Media, Mass Media Role, Stakeholders
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