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…

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…

Changing factors in the higher education context such as expansion and increased marketization have sparked interest in how universities can co-create and partner with students. However, while numerous articles discuss the importance or benefits of collaboration between students and staff, less attention has been placed on the explicit approaches…

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…

Perceived service quality in higher education and its antecedents have been one of the significant issues worldwide. Despite being studied over decades, service quality (SQ) remains a crucial area of research due to its dynamic and contextual nature, among other reasons. The main research objective is to uncover the dimensions constituting SQ from…

This article aims to examine the impact of five different dimensions of service quality on student satisfaction in international programs of higher educational institutions. Data were collected from 398 students who have experienced services provided by the faculties and staff in international programs of higher education institutions in Thailand.…

This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e.…

The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…

Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department's…

The purpose of this research is to explore international student recruitment at higher education institutions (HEIs) by examining the development and implementation of international recruitment activities. There is little research regarding the internal operations of HEIs, how HEIs conduct international recruitment efforts, and the challenges that…

The marketization of higher education has ensured that students have become consumers. As a result, students are demanding increased levels of information regarding potential university courses so that they can make informed decisions regarding how best to invest their money, time and opportunity. A comparison of the teaching quality delivered on…

This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior-- namely, participation behavior and citizenship behavior. Drawing upon a sample of 379 students and using structural equation modeling, the…

Despite several studies having been conducted to examine organizational image from a business perspective, there has not been adequate research in the area of perceived image in nonprofit organizations such as universities. Thus, the purpose of this study was to examine the factors contributing to university image, from the postgraduate students'…

Increasingly, academics have to demonstrate that their research has academic impact. Universities normally use journal rankings and journal impact factors to assess the research impact of individual academics. More recently, citation counts for individual articles and the h-index have also been used to measure the academic impact of academics.…

This research endeavors to understand whether certain professors have customer-based brand equity (CBBE) in the minds of students. Consequently, the purpose of this study is to conceptualize, develop, and empirically test a model of customer-based professor brand equity. Survey data gathered from 465 undergraduate business students were used to…