Journal of Marketing for Higher Education

1996 - 2025

Current editor(s): Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

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Volume 35, issue 3, 2025

Predicting students’ transfer intention to other universities using the push–pull–mooring model pp. 399-420

Yung-Shen Yen

The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools pp. 421-445

Nino Tandilashvili, Sophie Balech and Marina Tabatadze

Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis pp. 446-470

Matti Haverila, Kai Haverila and Caitlin McLaughlin

Student participation and quality of college life in Vietnam: the roles of values and negative interactions pp. 471-489

Diep Quoc Bao, Nguyen Dong Phong and Nguyen Dinh Tho

The effects of profit-maximization on ethical climate in higher education: a qualitative study utilizing neutralization theory pp. 490-509

Kenyatta Barber, Dennis A. Kopf and James W. Peltier

The role of social media marketing activities in converting existing students into university advocates pp. 510-531

Önder Kethüda and 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 pp. 532-551

Sangwon Lee

Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective pp. 552-576

Farzana Masroor and Salma Naz Khattak

Dynamic capabilities and value co-creation in higher education pp. 577-596

Cíntia Gabriele Beier, Serje Schmidt and Cristiane Froehlich

Brand posts and brand co-creation in higher education communities: a social communication process theory pp. 597-620

Quynh Hoa Le, Luc Phan Tan and Thu-Hang Hoang

A bibliometric analysis to reveal the drivers of university reputation pp. 621-645

Nina Faraoni, Teodoro Luque-Martínez and 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 pp. 646-671

Murat Aktan, Mahwish Anjam, Umer Zaman, Muddasar Ghani Khwaja and 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 pp. 672-695

Yang Zhou, Ting (Tina) Li, Ping Li and Si Wen

Branding in higher education: a bibliometric analysis and research agenda pp. 696-719

Quynh Hoa Le, Rachel Fuller, Thu-Hang Hoang and Ninh Nguyen

Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses pp. 720-742

Ambreen Shahnaz, M. Abid and N. Kanwal

Volume 35, issue 2, 2025

Managing perceptions of credibility and social attraction: expectations of university presidents on Twitter pp. 131-149

America L. Edwards and Leah M. Omilion-Hodges

Student Relational Bonding – the key to focusing on needs of the individual – a UK study pp. 150-164

Paul Gibbs, Aftab Dean and John Graeme McLean

Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative pp. 165-186

Agu Godswill Agu

University branding: student experience, value perception, and consumption journey pp. 187-206

Shu-Ching Chen

Changing trends of rates of return: a study from the higher education market in China pp. 207-222

Fengliang Li, Fan Wu and Yaqin Meng

University brand personality: a student-focused anthropomorphic storytelling perspective pp. 223-247

Ilse Struweg and Marius Wait

Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice pp. 248-261

Gerardo L. Blanco, Matthew Rombalski and Jhon Maldonado Mosquera

Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation pp. 262-279

Shui Lien Chen and Chiu Zyun Hiew

Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review pp. 280-298

Daniel Chin, Luke Van Der Laan and Jiraporn Surachartkumtonkun

Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique pp. 299-321

Ali Galip Ayvat and Fatma Gunturkun

Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism pp. 322-338

Joshua Sarpong

What determines the loyalty of university graduates? Analysis of sociodemographic factors and university experience pp. 339-361

Teodoro Luque-Martínez, Luis Doña-Toledo and Nina Faraoni

Voluntourism – can universities shape the present into a future? pp. 362-383

Helena Rodrigues and Catarina Abreu

Examining the antecedents of market mavenism in higher education pp. 384-397

Leroy Robinson

Volume 35, issue 1, 2025

Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities pp. 1-18

Kuldeep Singh Banwait and Charles Hancock

Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic pp. 19-38

F. Robert Buchanan, Saju Jose and 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 pp. 39-61

Nadine Walter, Omid Asgari and Thomas Cleff

Role of internal marketing in Australian higher education sector: age, gender and job level as moderators pp. 62-79

Sidrah Asif, Johra Kayeser Fatima and Raechel Johns

An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions pp. 80-103

Janire Gordon-Isasi, Lorea Narvaiza and Juan José Gibaja

Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment pp. 104-129

Vik Naidoo, Rajat Roy, Fazlul K. Rabbanee and Terry Wu

Volume 34, issue 2, 2024

Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness pp. 437-457

Long Hoang Le, Son Cong Bui, Giang Huong Duong and Yung-Chi Chang

Like father like son: the role of similar-education parents in their children’s university choice pp. 458-477

Ahmed Eldegwy, Tamer H. Elsharnouby and Wael Kortam

An application of the net promoter score in higher education pp. 478-501

Ali Kara, Alma Mintu-Wimsatt and John E. Spillan

A multi-stakeholder perspective of relationship marketing in higher education institutions pp. 502-520

Varsha Jain, Emmanuel Mogaji, Himani Sharma and Anantha S. Babbili

The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon pp. 521-540

Samer Elhajjar and Laurent Yacoub

China’s higher education branding: Study in China as an emerging national brand pp. 541-561

Min Hong and Ian Hardy

Choosing a Higher Education destination: Marketing of where, why and how? pp. 562-583

Ayşe Collins, Hasan Şimşek and Aygil Takır

Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020 pp. 584-601

Krzysztof Rybinski and Andrzej Wodecki

Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis pp. 602-621

Oluwatobi A. Ogunmokun, Seldjan Timur and Juliet E. Ikhide

University graduates’ segmentation: determinant factors pp. 622-645

Teodoro Luque-Martínez, Luis Doña-Toledo and Nina Faraoni

User-generated and brand-generated content as indicators of university brand personality and business strategy pp. 646-668

Hande Karadağ, Petek Tosun and Büşra Ayan

Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction pp. 669-691

Margaret L. Sheng and Abu Amar Fauzi

Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students pp. 692-710

Purificación Alcaide-Pulido, Belén Gutiérrez-Villar, Mariano Carbonero-Ruz and Helena Alves

The journey towards finding your favourite university. A segmentation study based on selection criteria pp. 711-735

Marta Retamosa, Angel Millán and Juan A. García

Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands pp. 736-753

Önder Kethüda

Princeton as Prada: college choice in the United States as luxury consumption for the extended self pp. 754-776

David S. Ackerman, Emi Moriuchi and Barbara L. Gross

Developing and testing a customer value co-creation model of higher education institutions pp. 777-801

Mei Teh Goi, Vigneswari Kalidas and Norzita Yunus

An interactive decision-making model of international postgraduate student course choice pp. 802-827

Carolyn McNicholas and Rita Marcella

Conceptualisations of market orientation in the higher education literature pp. 828-850

Tomás Dwyer

What factors drive the purchase of paid online courses? A systematic literature review pp. 851-874

Lan Ma, Saeed Pahlevan Sharif and Kok Wei Khong

Factors affecting the success of marketing in higher education: a relationship marketing perspective pp. 875-894

Surej P. John and Rouxelle De Villiers

Strategies, benefits and barriers– a systematic literature review of student co-creation in higher education pp. 895-919

Negin Zarandi, A. Soares and Helena Alves

A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations pp. 920-945

Maria de Fátima Cruz, Helena Alves and Ricardo Gouveia Rodrigues

Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents pp. 946-966

Anh Mai To, Michael Mindzak, Narongsak Thongpapanl and Justin Mindzak

University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust pp. 967-991

Khawaja Fawad Latif, Rabail Tariq, Dilnaz Muneeb, Umar Farooq Sahibzada and Shakil Ahmad

Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction pp. 992-1011

Stephen Wilkins, Joe Hazzam and John J. Ireland

Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers pp. 1012-1034

Viraiyan Teeroovengadum, Christian M. Ringle, Robin Nunkoo and Hamish Coates

A model for assessing the active presence of institutions on social media: application to universities worldwide pp. 1035-1055

Paul Capriotti, Andrea Oliveira and Carmen Carretón

The role of brand authenticity for higher education institutions pp. 1056-1076

Florent Girardin, Inès Blal and Renaud Lunardo

Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania pp. 1077-1100

David Amani

Social media marketing for student recruitment: an algorithmically sequenced literature review pp. 1101-1123

Ilker Cingillioglu, Uri Gal and Artem Prokhorov

Alumni connectedness and its role in intention to contribute to higher education institutions pp. 1124-1145

Amalia E. Maulana, Paul G. Patterson, Arif Satria and Indry A. Pradipta

Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective pp. 1146-1177

Rongbin Yang, Santoso Wibowo, Sameera Mubarak and Mubarak Rahamathulla

Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach pp. 1178-1197

Sanjay Krishnapratap Pawar and Swati Amit Vispute

The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis pp. 1198-1219

Dongjun Rew, Wonsuk Cha, Jin-Woo Kim and Joo Y. Jung

‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement pp. 1220-1249

Amélia Brandão and Áurea Silva Ramos

Volume 34, issue 1, 2024

Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective pp. 1-17

Muhammad Mohsin Butt, Jeroen Huisman, Dildar Hussain, Muhammad Alam and Muslim Amin

Customer service quality, emotional brand attachment and customer citizenship behaviors: findings from an emerging higher education market pp. 18-43

Khurram Sharif and Mouna Sidi Lemine

Measuring COVID-19’s impact on international HE students and intervention satisfaction: implications for marketing theory and practice pp. 44-71

Steven Greenland, Muhammad Saleem, Roopali Misra and Bhanu Bhatia

Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action pp. 72-94

Ayman Harb, Aahed Khliefat, Yahya A. Alzghoul, Deborah Fowler, Nael Sarhan and Khalid Eyoun

Innovation in educational marketing: a study applied to Brazilian private higher education institutions pp. 95-115

Fernanda Edileuza Riccomini, Claudia Brito Silva Cirani, Samara de Carvalho Pedro, Daniela Menezes Garzaro and Kambou Sie Kevin

Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors pp. 116-135

Monica Khanna, Isaac Jacob and Anjali Chopra

Higher education institution choice intention model: mediation effect of attitude pp. 136-155

Kevser Tasel-Jurkovic and İpek Altinbasak-Farina

Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust pp. 156-177

S. Mostafa Rasoolimanesh, Poh Ling Tan, Mehran Nejati and Azadeh Shafaei

Student satisfaction: the role of expectations in mitigating the pain of paying fees pp. 178-200

Jashim Khan and Jane Hemsley-Brown

The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty pp. 201-222

Mazhar Ali, Huma Amir and Masood Ahmed

Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach pp. 223-245

Francisco J. García-Rodríguez and Desiderio Gutiérrez-Taño

The educational placebo effect: branding higher education benefits student learning pp. 246-261

Sina Esteky and S. H. Kalati

A comparative analysis of institutional commitment: are business students different? pp. 262-282

Leslie J. Wardley, John Nadeau and Charles H. Bélanger

The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students pp. 283-300

Purificación Alcaide-Pulido, Helen O’Sullivan and Chris Chapleo

Determinants of learner-centric brand equity for online universities in Gulf countries pp. 301-320

Syed Aziz Anwar, M. Sadiq Sohail, Ahmed Ankit and Meera Al-Marri

Corporate branding of academic institutions: semiotic communication of logos and names pp. 321-343

Ying Qi Wu and Cecilia Yin Mei Cheong

Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation pp. 344-367

Syed Asim Shah, Muhammad Haroon Shoukat, Muhammad Shakil Ahmad and Bilal Khan

You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour pp. 368-389

Fahmida Naheen and Tamer H. Elsharnouby

Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement pp. 390-414

Umer Zaman, Murat Aktan, Hasnan Baber and Shahid Nawaz

College choice & the consumer: the impact of gender on higher education enrollment pp. 415-435

Jessica Prach, Ane Turner Johnson and Sarah Ferguson