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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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Herold, Kristiina; Tarkiainen, Anssi; Sundqvist, Sanna – Journal of Marketing for Higher Education, 2016
Word-of-mouth (WOM) can be a powerful, persuasive source of information, but relatively little is understood about how consumers utilize information in service evaluations and how the source of WOM (e.g. friends, family) affects attitudes. The importance of WOM is acknowledged in the services context; however, the research field of higher…
Descriptors: Information Processing, Information Sources, Structural Equation Models, Family Role
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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
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Abou-Warda, Sherein H. – Journal of Marketing for Higher Education, 2014
Higher education institutions are increasingly concerned about accreditation. Although sustainable market orientation (SMO) bears on academic accreditation, to date, no study has developed a valid scale of SMO or assessed its influence on accreditation. The purpose of this paper is to construct and validate an SMO scale that was developed in…
Descriptors: Accreditation (Institutions), Foreign Countries, Institutional Evaluation, Surveys
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Aggarwal Sharma, Ashita; Rao, Vithala R.; Popli, Sapna – Journal of Marketing for Higher Education, 2013
Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school brand…
Descriptors: Foreign Countries, Marketing, Business Administration Education, Student Recruitment
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Sharif, Khurram; Kassim, Norizan Mohd – Journal of Marketing for Higher Education, 2012
The research focus was a non-academic service quality assessment within higher education. In particular, non-academic service quality perceptions of faculty and students were evaluated using a service profit chain. This enabled a comparison which helped understanding of non-academic service quality orientation from a key users' perspective. Data…
Descriptors: Student Attitudes, Questionnaires, Likert Scales, Comparative Analysis
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Haghshenas, Hanif; Chatroudi, Ehsan Aminaei; Njeje, Fredy Anthony – Journal of Marketing for Higher Education, 2012
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…
Descriptors: Performance, Social Influences, Foreign Countries, Online Courses
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Brennan, Joe; Brodnick, Robert; Pinckley, Diana – Journal of Marketing for Higher Education, 2008
College rankings present challenges and opportunities for higher education marketers. Statistical analysis of data on the national universities reveals which measures are associated with peer assessment scores, whether it is possible to influence the score, and what underlying factors are present. Marketers can use the findings to counsel senior…
Descriptors: Higher Education, Institutional Characteristics, Surveys, College Choice
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Martin, Gregory S.; Bray, Jeffrey K. – Journal of Marketing for Higher Education, 1997
A survey of 200 primarily nontraditional graduates of a master's program in business administration investigated how satisfaction with the program's core academic curriculum and program infrastructure affected satisfaction with the overall program and likelihood of recommending it to a prospective student. Results indicate infrastructure is…
Descriptors: Alumni, Business Administration Education, College Graduates, Curriculum Design
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Turner, Martha R.; And Others – Journal of Marketing for Higher Education, 1996
A survey of 111 campus recruiters of graduating students shows agreement that interviews are the most important selection method. Students' verbal communication skills, character, work experience, and academic performance were judged the most important personal characteristics in applicants. Work-related expectations and attitudes were the most…
Descriptors: Academic Achievement, College Administration, College Applicants, Communication Skills
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Browne, Beverly A.; Kaldenberg, Dennis O.; Browne, William G.; Brown, Daniel J. – Journal of Marketing for Higher Education, 1998
A survey of 736 college students investigated satisfaction with a university's business education program, with attention to ratings of services and educational quality, and their relationship to students' global satisfaction, willingness to recommend the institution, and satisfaction with educational value received. Results suggest institutions…
Descriptors: Business Administration Education, College Outcomes Assessment, Educational Quality, Higher Education
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Gorchels, Linda; And Others – Journal of Marketing for Higher Education, 1996
A survey of 1,267 executives, mid-level managers, and supervisors in a wide variety of industries found strong shared preferences about the length, size, and format of professional seminars, and also revealed some differences in preference according to managerial level. Implications for design and marketing of seminars to the business community…
Descriptors: Administrator Attitudes, Business Administration Education, Class Size, Higher Education
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Coats, R. Morris – Journal of Marketing for Higher Education, 1995
This article argues that college pricing policies can be developed to encourage more efficient use of college facilities and reduce the need for capital and operating funding from state or private sources. A survey of 403 students at 1 institution indicates that students would be responsive to discounts in ways that would make such discounts…
Descriptors: College Administration, College Buildings, Efficiency, Facility Utilization Research
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Brooks, Larry R.; Hammons, James O. – Journal of Marketing for Higher Education, 1993
It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…
Descriptors: Change Strategies, College Administration, Higher Education, Marketing
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Stevens, Robert E.; And Others – Journal of Marketing for Higher Education, 1993
In a survey, 150 individuals evaluated 7 professions on prestige, honesty and ethical standards, importance to society, and interesting and challenging nature of occupation. Overall, university professors were rated lower than doctors, dentists, pharmacists, and clergy; the same as lawyers; and higher than bankers. Respondent income, age, and…
Descriptors: Age Differences, Banking, Behavior Standards, Clergy
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