Journal of Marketing for Higher Education

1996 - 2024

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

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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 Rybiński 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