Purpose: This study empirically investigates the influence of students' brand attitudes and perceptions of brand fit on their study intention vis-à-vis international brand alliances and individual brands after alliance. Design/methodology/approach: Structural equation modelling (SEM) was used in data analysis, and a questionnaire was administered…

Purpose: The introduction of technology in education has been a strategic objective at both the governmental and educational institutional levels long before COVID-19. However, the acceleration to e-learning caused by the pandemic disrupted the traditional classroom environment overnight forcing the entire sector at all levels, school,…

Purpose: The objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions. Design/methodology/approach: Using a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A…

Purpose: The application of technology to higher education is contributing in many ways to create a highly adaptable, inclusive learning environment for all. This study intends to analyze the role of technology facilitation in creating an inclusive learning environment in the higher education institutions (HEIs), which would connect multi-ethnic…

Purpose: This paper aims to explore Indonesian students' perceptions of student exchanges or studies abroad regarding cultural intelligence's influence on innovative behavior through interpersonal trust. Design/methodology/approach: This study has used a quantitative research approach. Data analysis uses an approach structural equation…

Purpose: This study intends to build up a thorough understanding of social factors that largely influence students' decision-making to opt institution for higher studies in India. Design/methodology/approach: This descriptive research follows two sequential phases consisting of the literature review to identify social factors and validate the…

Purpose: This paper aims to share how it was possible to change the way business was conducted in a short period in order to continue the academic semester and seek alternatives to manage the day-to-day university affairs in the midst of a pandemic crisis at a higher education setting. As a result, the authors' experiences have created new norms…

Purpose: It is not easy to grasp the concept of "value" in the higher education context. In fact, different stakeholders generally hold diverging perspectives about the value generated by Higher Education Institutions (HEIs). The purpose of this paper is to disentangle the value expectations and perceptions of current and former students…

Purpose: The purpose of this paper is to explore the push-pull factors and motivations of African and Asian international students in Chinese universities. Design/methodology/approach: Concurrent mixed methods (qualitative and quantitative) design was used. The quantitative component included 537 Africans and Asians from five notable universities,…

Purpose: The purpose of this paper is to assess the extent to which the critical relational variables of university reputation, student trust and student-university identification influence student behaviour towards transnational education partnerships. Design/methodology/approach: Students undertaking British degrees at two transnational…

Purpose: High levels of absenteeism have been observed amongst male students attending two transnational higher education (TNHE) institutions in the United Arab Emirates (UAE). One reason offered is an obligation to attend engagement ceremonies. Many ceremonies are linked to arranged marriages. The purpose of this paper is to contradict…

Purpose: The purpose of this paper is to examine the voice of Chinese and Vietnamese international students through studying the similarities and differences in their learning experiences and the reasons underlying their experience. Design/methodology/approach: In total, 57 Chinese and Vietnamese international students participated in focus groups…

Purpose: The increasing competition among higher education institutions (HEI) has led students to conduct a more in-depth analysis to choose where to study abroad. Since students are usually unable to visit each HEIs before making their decision, they are strongly influenced by what is written by former international students (IS) on the internet.…

Purpose: There is little research into small higher education institutions and international students' choice in selecting these institutions. The purpose of this paper is to understand the factors that influence international student choices in selecting a small institution. In particular, this study compares the differences between Chinese…

Purpose: This paper focuses on students' perceptions of the quality of non-academic services received in higher education. While the important role played by expectations and perceptions in students' evaluations of such services has been discussed in much of the service quality literature, there is insufficient work in the private tertiary…