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INTEREST CATEGORY: MARKETING FOR HIGHER ED
POSTING TYPE: TOCs

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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 [] []