A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer's decision-making process. However, marketing scholars are apt to disregard these elements…

The purpose of this study is to understand the factors affecting a university's image and students' supportive attitudes. To this end, we have developed a new model, named the 4Q Model. Previous studies have already proposed a number of factors affecting university image. However, in this study, we simplified the factors into four main titles…

Identification and attachment are topics comprehensively investigated in consumer--brand and person--non-business institution relationships. However, little is known about the antecedents and consequences of these concepts in the university-student relationship. We investigate the attachment--identification connection with the student--university…

Universities, particularly cash-strapped, expect their students to re-enrol for postgraduate studies after the successful completion of their undergraduate studies. For two decades, Zimbabwean universities have been operating in resource-constrained settings. The current research examines the effect of course experience, satisfaction, and loyalty…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

This study empirically examines different factors that influence students to select universities in the UAE. The primary data were collected based on a survey of students at two public universities -- United Arab Emirates University and Zayed University, as well as three private universities -- New York University, Abu Dhabi University, and Alain…

Higher education is currently undergoing a revolution with the widespread use of electronic tools in classrooms. Simultaneously, personal opinions are increasingly stronger and more expressive resulting in electronic Word-of-Mouth (eWOM). This article presents two studies. The first study exposes students' opinions about higher education and…

The widespread popularity of social media facilitates many changes in the higher education sector including the branding activities of Higher Educational Institutions (HEIs) in developing countries. Drawing from the uses and gratifications theory, this paper examines the influence of social brand engagement among prospective students on brand…

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…

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…

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…

HEIs globally face growing competition that demands new marketing strategies and practices to leverage the power of social media platforms to increase brand engagement of HEIs. Largely ignored in past studies, this study established the much-needed link between brand equity drivers, namely brand experience, brand interactivity, and brand…

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 concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student-university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student--university brand relationship formation that comprises of utility (UV), hedonic (HV) and…

The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat's [(2001). Distance still matters. "Harvard Business…