Posted by: Kevin Giang Barrera

2026 ��������� HigherEd SIG Lifetime Achievement Award

The ��������� (���������) Marketing for Higher Education Special Interest Group (HigherEd SIG) is honored to announce that the 2026 HigherEd SIG Lifetime Achievement Award is being presented to Dr. Jagdish N. Sheth. The HigherEd SIG Lifetime Achievement Award recognizes a marketing scholar who has demonstrated distinct, sustained, and profound accomplishments and dedication to the area of higher education within the marketing discipline.

Jagdish N. Sheth, is the Charles H. Kellstadt Professor of Business, Goizueta Business School at Emory University. He is globally known for his scholarly contributions in consumer psychology, competitive strategy, and geopolitical analysis. He has over 60 years of combined experience in teaching and research at the University of Southern California (USC), University of Illinois at Urbana-Champaign (UIUC), Columbia University, MIT, and Emory.

��������� HigherEd SIG congratulates Dr. Jagdish Sheth and thanks him for all his contributions over the years. The award will be presented to Dr. Sheth at the ��������� Summer Educators’ Conference in July 2026.

More about Dr. Sheth and his contributions can be found .

The ��������� HigherEd SIG

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“Managing Higher Education to Develop Socially Impactful Professionals”

Editors: Sofia Daskou, Business College Athens, Greece; Elda Nikolou-Walker, Business College Athens, United Kingdom; Spyros (Spyridon) Kostakis, Business College Athens, Greece

Key Dates:

Chapters’ Proposals Submission Deadline: February 1, 2026
Full Chapter Submission Date: May 17, 2026
Full book expected publication: October- December 2026

Aim of the book

UNESCO recognizes the role�� of Higher education in�� developing advanced competencies and improving the employability of students (Lokossou, 2025), which in the current era of hyper-information and AI, is more challenging than ever. As the needs of the evolving workforce reflect broader changes, transforming academic institutions (Clark et al , 2025) the editors of the book recognize the efficacy of developing a publication that guides academics, higher education managers and education researchers’ thinking, towards ways of making higher education management more relevant to societal mandates.�� The book addresses issues that higher education management may consider in developing programs and curricula which transform students into competent future-ready professionals.

The book attempts to broaden researchers’ understanding of the complexities of the contemporary higher education sector in serving its purpose to prepare graduates for the professional world. It provides conceptual and empirical works that demonstrate best practices of impactful higher education management, which inform academic rigor in grounding future research on the subject. The book welcomes contributions that focus on innovative methodologies, exploring a wide range of issues that affect contemporary higher education, aiming to inspire further academic enquiry on the relevance of higher education management in serving is social role. The book adopts an interdisciplinary epistemological approach, to develop arguments that underpin responsible management of higher education for the purpose of instilling professional competencies in students. ��For more information about the Call, please visit the publisher’s link:

Target Audience

The book informs higher education academics and practitioners in discovering collaborative prospects for developing impactful solutions to global educational contexts. These solutions benefit professionals interested in sustainable career development and in tools for achieving positive change and leadership. The book offers Policy makers inspiration in developing higher education policies for positive social impact, that are epistemologically grounded and applicable. It advises researchers and professionals about the plethora of innovative ways to approach meaningful research in the fields of higher education systems and management. It exposes management and education researchers and graduate students to theories and practices of responsible higher education methods and practices.�� It also demonstrates to Higher education managers practical means of developing teaching and learning in tandem with the priorities of the professional world’s current and future demands.

Recommended topics include, but are not limited to, the following:��

• The role of Higher Education in constructing future-ready professionals
• The contribution of innovative higher education models and responsible management education in meeting United Nations Sustainability Goals (SDGs)
• Higher Education approaches to building leadership competencies for professionals
• Competencies and tools necessary to shape and continuously develop a career
• Managing changes in Higher Education programs, curricula and collaborative teaching co-creation
• Teaching and learning methodologies for lifelong learning and continuous professional development
• Impactful vocational tools for entering employment markets
• Educational stakeholders’ mechanisms of coping with Change
• Challenges and opportunities for work role development skills
• The value of networking in creating alliances in cutting edge knowledge
• Nontraditional modes of learning and professional doctorates
• Inclusive and problem based leading
• Higher Education approaches to Leadership management
• Internationalizing Higher Education to create social impact
• Contribution of Higher Education in tackling mental health challenges
• The healthy role of AI in developing useful Higher Education systems
• The transferability of synergistic relationships in Higher Education
• The role, impact, and challenges of transnational education (TNE)
• Interdisciplinary approaches to teaching and learning research and pedagogies
• Higher Education academic preparedness for pandemics ��(curricula design, institutional �� resilience, global policy alignment).

References:

Clark,�� C., Cluver, M., Fishman, Kunkel, D. (2025). “2025 Higher Education Trends”, in: ����Government and Public Services, Deloitte Center for Government Insights , 07 April:

Lokossou, F.H. (2025). “UNESCO Clarifies Higher Education Scope Amid Global Skills Evolution” , in: NEW Services of ECOFIN Agency, Tuesday, 28 October: .

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Predicting students’ transfer intention to other universities using the push–pull–mooring model
—Yung-Shen Yen []

The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools
—Nino Tandilashvili, Sophie Balech & Marina Tabatadze []

Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis
—Matti Haverila, Kai Haverila & Caitlin McLaughlin []

Student participation and quality of college life in Vietnam: the roles of values and negative interactions
—Diep Quoc Bao, Nguyen Dong Phong & Nguyen Dinh Tho []

The effects of profit-maximization on ethical climate in higher education: a qualitative study utilizing neutralization theory
—Kenyatta Barber, Dennis A. Kopf & James W. Peltier []

The role of social media marketing activities in converting existing students into university advocates
—Önder Kethüda & Yusuf Bilgin []

Does brand name matter in social media marketing? The interaction effect of brand name and ranking on behavior intention: a case of business school students in the US Midwest
—Sangwon Lee []

Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective
—Farzana Masroor & Salma Naz Khattak []

Dynamic capabilities and value co-creation in higher education
—Cíntia Gabriele Beier, Serje Schmidt & Cristiane Froehlich []

Brand posts and brand co-creation in higher education communities: a social communication process theory
—Quynh Hoa Le, Luc Phan Tan & Thu-Hang Hoang []

A bibliometric analysis to reveal the drivers of university reputation
—Nina Faraoni, Teodoro Luque-Martínez & Luis Doña-Toledo []

Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China
—Murat Aktan, Mahwish Anjam, Umer Zaman, Muddasar Ghani Khwaja & Umair Akram []

Predicting Chinese students’ destination choice intentions for international higher education in post-COVID-19: combining the image-value-behavior framework and protection motivation theory
—Yang Zhou, Ting (Tina) Li, Ping Li & Si Wen []

Branding in higher education: a bibliometric analysis and research agenda
—Quynh Hoa Le, Rachel Fuller, Thu-Hang Hoang & Ninh Nguyen []

Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses
—Ambreen Shahnaz, M. Abid & N. Kanwal []

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Managing perceptions of credibility and social attraction: expectations of university presidents on Twitter
—America L. Edwards & Leah M. Omilion-Hodges [] []

Student Relational Bonding – the key to focusing on needs of the individual – a UK study
—Paul Gibbs, Aftab Dean & John Graeme McLean [] []

Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative
—Agu Godswill Agu [] []

University branding: student experience, value perception, and consumption journey
—Shu-Ching Chen [] []

Changing trends of rates of return: a study from the higher education market in China
—Fengliang Li, Fan Wu & Yaqin Meng [] []

University brand personality: a student-focused anthropomorphic storytelling perspective
—Ilse Struweg & Marius Wait [] []

Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice
—Gerardo L. Blanco, Matthew Rombalski & Jhon Maldonado Mosquera [] []

Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation
—Shui Lien Chen & Chiu Zyun Hiew [] []

Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review
—Daniel Chin, Luke Van Der Laan & Jiraporn Surachartkumtonkun [] []

Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique
—Ali Galip Ayvat & Fatma Gunturkun [] []

Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism
—Joshua Sarpong [] []

What determines the loyalty of university graduates? Analysis of sociodemographic factors and university experience
—Teodoro Luque-Martínez, Luis Doña-Toledo & Nina Faraoni [] []

Voluntourism – can universities shape the present into a future?
—Helena Rodrigues & Catarina Abreu [] []

Examining the antecedents of market mavenism in higher education
—Leroy Robinson [] []

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POSTING TYPE: TOCs

Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities |
—Kuldeep Singh Banwait & Charles Hancock [] []

Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic
—F. Robert Buchanan, Saju Jose & Nilesh Khare [] []

What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools
—Nadine Walter, Omid Asgari & Thomas Cleff [] []

Role of internal marketing in Australian higher education sector: age, gender and job level as moderators
—Sidrah Asif, Johra Kayeser Fatima & Raechel Johns [] []

An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions
—Janire Gordon-Isasi, Lorea Narvaiza & Juan José Gibaja [] []

Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment
—Vik Naidoo, Rajat Roy, Fazlul K. Rabbanee & Terry Wu [] []

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The ��������� (���������) Marketing for Higher Education Special Interest Group (HigherEd SIG) is honored to announce that the 2025 HigherEd SIG Service Award is being presented to Dr. Brian J. Taillon (East Carolina University). This award recognizes an officer of the ��������� HigherEd SIG who has demonstrated distinct contributions and dedication to the ��������� HigherEd SIG and its success.

��Nominees must meet the following criteria:

• Be an ��������� and HigherEd SIG member.
• Be a HigherEd SIG officer with an active role.
• Demonstrated important contributions to the HigherEd SIG.
• Served as a HigherEd SIG officer for 5+ years.

This year’s recipient is Dr. Brian J. Taillon, ��������� HigherEd SIG Vice Chair of Membership Insights & Analytics. Brian’s service commitment and dedication have been instrumental to the success and growth of the ��������� HigherEd SIG.

Dr. Brian Taillon is an Associate Professor of Marketing at the East Carolina University College of Business. He earned his Ph.D. in Business Administration (Marketing) from New Mexico State University (2017). He also holds an M.B.A. in Strategic Marketing from The University of Akron (2008) and a B.S.B.A. in Marketing Management from Youngstown State University (2005).

Brian’s research interests include marketing communications, consumer responses to mental imagery, digital and social media marketing, health behaviors, and social issues as they relate to marketing. His research has been published in journals such as the Journal of Advertising Research, Journal of Strategic Marketing, Journal of Product & Brand Management, Basic and Applied Social Psychology, and Journal of Marketing Management, among others.

Brian teaches Marketing Strategy in the Department of Marketing & Supply Chain Management. He currently serves as the Vice Chair of Membership Insights and Analytics for the ��������� (���������) Higher Education Special Interest Group (Higher Ed SIG). Brian worked in the hospitality industry as a general manager for a full-service resort hotel. He also taught a variety of marketing courses as an assistant lecturer at The University of Akron.

Congratulations, Brian! Thank you for all your contributions to the ��������� HigherEd SIG!

The ��������� HigherEd SIG

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Posted by: Kevin P. Giang Barrera

The ��������� (���������) Marketing for Higher Education Special Interest Group (HigherEd SIG) is honored to announce that the 2025 HigherEd SIG Lifetime Achievement Award is being presented posthumously to Dr. Naresh K. Malhotra. The HigherEd SIG Lifetime Achievement Award recognizes a marketing scholar who has demonstrated distinct, sustained, and profound accomplishments and dedication to the area of higher education within the marketing discipline.

The ��������� and the entire academic marketing community mourn the passing of Dr. Malhotra on January 7, 2025. He was, in the words of his colleagues at the Georgia Tech Scheller College of Business, “truly a giant in the field” whose impact on scholars, students, and friends was felt throughout his life and will continue for generations. In selecting Dr. Malhotra for this award, the HigherEd SIG celebrates a remarkable life and a career of unparalleled scholarly contribution. His work as a researcher, an educator whose textbooks shaped the minds of millions, a mentor who built academic programs and careers, and a leader who guided the profession has left an indelible and enduring mark on marketing and higher education.

The ��������� HigherEd SIG

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Posted by: Divya Ramachandran

��������� HigherEd SIG is pleased to announce that the Call for Nominations for three positions (i.e., Vice-chair of Membership, Vice-Chair of Marketing Communications, and At large Executive) for the 2025-2027 term is now open.

Both HigherEd SIG committee members and general members are invited to nominate potential individuals for these positions. Self-nominations are welcome.

Please refer to the enclosed PDF for more details on the nomination process.

Kindly note that nominations must be received by May 31, 2025, and results will be released by mid-June 2025.

The ��������� Marketing for Higher Education SIG is accepting nominations for the 2025-2027 term.

The Marketing for Higher Education Special Interest Group (SIG) is an international group of marketing academics affiliated with the ��������� (���������). Our principal mission is to encourage, support, develop, and disseminate knowledge for higher education marketing through research and to promote the academic discipline of marketing for higher education to benefit all stakeholders.

The positions available are:

(1) Vice Chair of Membership As the Vice-Chair of Membership, you would recruit new members, monitor the SIG’s growth, and implement initiatives aimed at increasing membership. The Vice-Chair of Membership drafts SIG bi-annual newsletter and works closely with all officers to collect the necessary content for the newsletter.

(2) Vice Chair of Marketing Communications Vice-Chair of Marketing and Communications provides information to current SIG members by updating and maintaining Higher Ed SIG social media accounts, placing SIG announcements over ELMAR and other channels, and creating relevant content for SIG events.

(3) At Large Executive This officer helps other SIG officers with various tasks, especially, dinner reception and award ceremony. Serves as liaison keeping close coordination with the ��������� DocSIG and takes over an available Vice-Chair role when possible.

Self-nominations are welcome. If you would like to apply for more than one position, you will be asked first to select the position in which you are interested the most. Later, you will have the opportunity to indicate your additional interest.

If you are nominating someone else who is NOT an existing committee member, the nominee must agree to be nominated and the following two requirements have to be satisfied:

(1) A Statement of Interest: this should indicate the background of the nominee and why the nominee is interested in the position in no more than 500 words.

(2) The nominee’s CV. All nominations must be received by May 31, 2025 and results will be released by mid-June 2025. Please click the here to apply.

-HigherEd SIG

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Posted by: Atefeh Yazdanparast

HigherEd SIG Lifetime Achievement Award 2025

The Marketing for Higher Education Special Interest Group (Higher Ed SIG) welcomes applications for the Lifetime Achievement Award. This award honors a marketing scholar who has demonstrated distinct accomplishments and dedication to the area of higher education in the marketing discipline.��Nominees (self-nominees welcomed) must meet the following��criteria:

• Be a��tenured marketing faculty member in good standing at an AACSB accredited university.
• Demonstrate commitment and achievements related to improving higher education in marketing.
• Be a member of the ��������� (���������) at the time of application and join HigherED SIG if not a current member. SIG membership is free for all ��������� members. To add HigherEd SIG to your membership profile, fill out this form to send your SIG selection to ��������� Customer Support team, and they will be able to add the HigherEd SIG designation to your membership.
• Agree to participate in the 2026 HigherEd SIG’s Summer ��������� special session as a moderator/panelist if selected as the award recipient.

Applications must be in one pdf document including:

1. Cover letter as to why the nominee would be an ideal recipient of the award.
2. Current curriculum vitae.

All applications will be evaluated by a panel of three (3) marketing scholar judges and must be received by Saturday, May 31, 2025 at 5:00 PM EST. To apply, please email one pdf document to sig.highered@gmail.com. Please contact Atefeh Yazdanparast (ayazdanparast@clarku.edu), Divya Ramachandran (divya.ramachandran@umanitoba.ca) or Mathew Joseph (mjoseph4@stmarytx.edu) with any questions.

The winner will receive a plaque at the 2025 ��������� Summer Educators’ Conference. The winner will be notified by early July and should join the HigherEd SIG if not a current member (SIG membership is free for ��������� members). The winner will also be invited to the HigherEd SIG dinner reception at a future ��������� Conference.

We look forward to your application!

Sincerely,

The HigherEd SIG Executive Board

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Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness
—Long Hoang Le, Son Cong Bui, Giang Huong Duong & Yung-Chi Chang [] []

Like father like son: the role of similar-education parents in their children’s university choice |
—Ahmed Eldegwy, Tamer H. Elsharnouby & Wael Kortam [] []

An application of the net promoter score in higher education
—Ali Kara, Alma Mintu-Wimsatt & John E. Spillan [] []

A multi-stakeholder perspective of relationship marketing in higher education institutions |
—Varsha Jain, Emmanuel Mogaji, Himani Sharma & Anantha S. Babbili [] []

The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon
—Samer Elhajjar & Laurent Yacoub [] []

China’s higher education branding: Study in China as an emerging national brand
—Min Hong & Ian Hardy [] []

Choosing a Higher Education destination: Marketing of where, why and how?
—Ayşe Collins, Hasan Şimşek & Aygil Takır [] []

Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020
—Krzysztof Rybiński & Andrzej Wodecki [] []

Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis
—Oluwatobi A. Ogunmokun, Seldjan Timur & Juliet E. Ikhide [] []

University graduates’ segmentation: determinant factors
—Teodoro Luque-Martínez, Luis Doña-Toledo & Nina Faraoni [] []

User-generated and brand-generated content as indicators of university brand personality and business strategy
—Hande Karadağ, Petek Tosun & Büşra Ayan [] []

Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction
—Margaret L. Sheng & Abu Amar Fauzi [] []

Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students
—Purificación Alcaide-Pulido, Belén Gutiérrez-Villar, Mariano Carbonero-Ruz & Helena Alves [] []

The journey towards finding your favourite university. A segmentation study based on selection criteria
—Marta Retamosa, Angel Millán & Juan A. García [] []

Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands
—Önder Kethüda [] []

Princeton as Prada: college choice in the United States as luxury consumption for the extended self
—David S. Ackerman, Emi Moriuchi & Barbara L. Gross [] []

Developing and testing a customer value co-creation model of higher education institutions
—Mei Teh Goi, Vigneswari Kalidas & Norzita Yunus [] []

An interactive decision-making model of international postgraduate student course choice |
—Carolyn McNicholas & Rita Marcella [] []

Conceptualisations of market orientation in the higher education literature
—Tomás Dwyer [] []

What factors drive the purchase of paid online courses? A systematic literature review
—Lan Ma, Saeed Pahlevan Sharif & Kok Wei Khong [] []

Factors affecting the success of marketing in higher education: a relationship marketing perspective
—Surej P. John & Rouxelle De Villiers [] []

Strategies, benefits and barriers– a systematic literature review of student co-creation in higher education |
—Negin Zarandi, A. Soares & Helena Alves [] []

A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations
—Maria de Fátima Cruz, Helena Alves & Ricardo Gouveia Rodrigues [] []

Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents
—Anh Mai To, Michael Mindzak, Narongsak Thongpapanl & Justin Mindzak [] []

University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.
—Khawaja Fawad Latif, Rabail Tariq, Dilnaz Muneeb, Umar Farooq Sahibzada & Shakil Ahmad [] []

Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction
—Stephen Wilkins, Joe Hazzam & John J. Ireland [] []

Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers
—Viraiyan Teeroovengadum, Christian M. Ringle, Robin Nunkoo & Hamish Coates [] []

A model for assessing the active presence of institutions on social media: application to universities worldwide
—Paul Capriotti, Andrea Oliveira & Carmen Carretón [] []

The role of brand authenticity for higher education institutions |
—Florent Girardin, Inès Blal & Renaud Lunardo [] []

Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania
—David Amani [] []

Social media marketing for student recruitment: an algorithmically sequenced literature review
—Ilker Cingillioglu, Uri Gal & Artem Prokhorov [] []

Alumni connectedness and its role in intention to contribute to higher education institutions
—Amalia E. Maulana, Paul G. Patterson, Arif Satria & Indry A. Pradipta [] []

Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective
—Rongbin Yang, Santoso Wibowo, Sameera Mubarak & Mubarak Rahamathulla [] []

Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach
—Sanjay Krishnapratap Pawar & Swati Amit Vispute [] []

The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis
—Dongjun Rew, Wonsuk Cha, Jin-Woo Kim & Joo Y. Jung [] []

‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement
—Amélia Brandão & Áurea Silva Ramos [] []

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