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 33, issue 2, 2023

The roles of the country’s cognitive, affective, and personality aspects in international students’ decision-making pp. 143-160

Evelyn Hendriana, Khairil Wahidin Awang and Raja Nerina Raja Yusof

Motivation factors in student decisions to study Transnational Higher Education in China: a comparative study of two Anglo-Sino programmes pp. 161-181

Dan Liu, Alun DeWinter, Peter Harrison and Katherine Wimpenny

Community orientation: an overlooked pillar of market-oriented higher education institutions pp. 182-204

Shahira El Alfy

What affects university image and students’ supportive attitudes: the 4Q Model pp. 205-222

Ismail Erkan, Sevtap Unal and Fulya Acikgoz

Antecedents and consequences of brand citizenship behavior in private higher education institutions pp. 223-244

Kamran Khan, Irfan Hameed and Syed Karamatullah Hussainy

Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture pp. 245-263

Natalia V. Volkova and Maria S. Plakhotnik

Identification and emotional attachment in higher education: antecedents and consequences pp. 264-288

Mehmet Özer, Alper Özer and Akın Koçak

Volume 33, issue 1, 2023

The influence of university brand image, satisfaction, and university identification on alumni WOM intentions pp. 1-19

Walesska Schlesinger, Amparo Cervera-Taulet and Walter Wymer

Unique challenges of segmentation and differentiation for higher education pp. 20-39

John Story

The influence of self-congruence and relationship quality on student educational involvement pp. 40-57

Arnold Japutra, Shasha Wang and Ting (Tina) Li

Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy pp. 58-78

Young Do Kim, Changhyun Nam and Ashley M. LaPlaca

Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness pp. 79-96

Mario Cassar and Albert Caruana

Positioning strategies and rankings in the HE: congruence and contradictions pp. 97-123

Önder Kethüda

Selling lemons? The relationship between learning and teaching information on university programme web pages and future students’ course satisfaction pp. 124-141

Anesa Hosein and Namrata Rao

Volume 32, issue 2, 2022

Digital technology and eWOM in the context of higher education: a study from Portugal and Spain pp. 159-178

Bruno Morgado Ferreira, José Luis Abrantes, Ana Seabra and Isabel Mateos Rubio

Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka pp. 179-196

Charitha Harshani Perera, Rajkishore Nayak and Long Thang Van Nguyen

Engaging students through social media. Findings for the top five universities in the world pp. 197-214

María del Rocío Bonilla Quijada, Eva Perea Muñoz, August Corrons and Josep-Lluís Olmo-Arriaga

Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies pp. 215-237

Mohammed T. Nuseir and Ghaleb A. El Refae

Effect of university-enterprise alliance orientation on university’s innovation performance and market performance: evidence from Vietnam pp. 238-258

Thi Bich Hanh Tran and Anh Dung Vu

The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions pp. 259-277

Mohsin Abdur Rehman, Erisher Woyo, Joy Eghonghon Akahome and Muhammad Danial Sohail

An investigation into the influential factors that impact consumer decision-making among prospective online MBA students pp. 278-304

Harriet Jeckells

Correction pp. 305-305

The Editors

Volume 32, issue 1, 2022

The effect of perceived service quality, satisfaction and loyalty on perceived job performance: perceptions of university graduates pp. 1-18

Lovemore Chikazhe, Charles Makanyeza and Nicholas Z. Kakava

The homogenisation of prospectuses over the period of massification in the UK pp. 19-36

Elizabeth Bronwen Knight

Investigating the major factors that contribute to satisfaction with university formation in Psychology and Teaching in Chile pp. 37-53

Oscar Espinoza, Luis Eduardo González, Luis Sandoval, Javier Loyola, Noel McGinn and Dante Castillo

Achieving university libraries user loyalty through user satisfaction: the role of service quality pp. 54-72

Kojo Kakra Twum, Matilda Adams, Stephen Budu and Rosina Akuokor Anati Budu

Co-creating positive outcomes in higher education: are students ready for co-creation? pp. 73-88

Berna Tarı Kasnakoğlu and Hande Mercan

Is university performance embedded in university-industry collaboration, marketization and information disclosure? Evidence from India pp. 89-112

Niti Chatterji, Rudra Rameshwar and Ravi Kiran

Mobile social media marketing: a new marketing channel among digital natives in higher education? pp. 113-137

Lai-Wan Wong, Garry Wei-Han Tan, Jun-Jie Hew, Keng-Boon Ooi and Lai-Ying Leong

Exploring the determinants of choosing an academic destination under a short-term mobility: a cross-cultural comparison of Poland and Portugal pp. 138-158

Joanna Kosmaczewska

Volume 31, issue 2, 2021

Differentiated: segmentation for improved learning strategies pp. 155-174

Sarath A. Nonis, Gail I. Hudson and Melodie J. Philhours

Understanding Alumni-Alma mater commitment relationships upstream and downstream pp. 175-196

Ilda Maria Pedro, Júlio da Costa Mendes and Luís Nobre Pereira

The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust pp. 197-219

Abdelhamid K. Abdelmaaboud, Ana Isabel Polo Peña and Abeer A. Mahrous

Revisiting the ‘university image model’ for higher education institutions’ sustainability pp. 220-239

Shamima Raihan Manzoor, Jessica Sze Yin Ho and Abdullah Al Mahmud

Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary pp. 240-260

Ludvík Eger, Dana Egerová, Lukasz Tomczyk, Miroslav Krystoň and Csilla Czeglédi

Understanding the importance of eWOM on Higher Education Institutions’ brand equity pp. 261-279

Liliana Carvalho, Amélia Brandão and Luísa Helena Pinto

Moderating effect of perceived trust on service quality – student satisfaction relationship: evidence from Indian higher management education institutions pp. 280-304

Sonali Singh and Sumeet Singh Jasial

Volume 31, issue 1, 2021

Charitable giving to college athletics: the role of brand communities in choosing how much to give pp. 1-22

Deborah Kelly and Adriana Vamosiu

Empirically examining the psychological mechanism of a loved and trusted business school brand pp. 23-40

Sumanjit Dass, Sapna Popli, Abhigyan Sarkar, Juhi Gahlot Sarkar and Muddu Vinay

Closing the loop: co-designing with students for greater market orientation pp. 41-57

Mollie Dollinger and Jessica Vanderlelie

Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE) pp. 58-90

Janire Gordon-Isasi, Lorea Narvaiza and Juan José Gibaja

From boots to books: consumer attitudes toward veterans support by higher education institutions pp. 91-106

C. B. Ward, R. V. Srivastava, D. Roy, L. M. Matthews, D. R. Edmondson and T. Graeff

Role of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs) pp. 107-135

Kashif Farhat, Sany Sanuri Mohd. Mokhtar and Salniza Bt. Md. Salleh

Branding the university: building up meaning through ideological oppositions pp. 136-154

Benoit Cordelier, Consuelo Vasquez and Sergi Viviane

Volume 30, issue 2, 2020

Branding China through the internationalization of higher education sector: an international students’ perspective from China pp. 161-179

Salman Yousaf, Xiucheng Fan and Fahad Laber

What constitutes student–university brand relationship? Malaysian students’ perspective pp. 180-202

Sharizal Hashim, Norjaya Mohd Yasin and Siti Aisyah Ya’kob

‘Just like studying abroad’: an analysis of the online promotional videos of Thai university international programmes pp. 203-220

Harald Kraus and James Burford

Do aspirational role models inspire or backfire? Perceived similarity mediates the effect of role models on minority students’ college choices pp. 221-238

Evelyn C. Allen and Brian Collisson

The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education pp. 239-255

Tornike Khoshtaria, Davit Datuashvili and Arian Matin

Bridging marketing and higher education: resource integration, co-creation and student learning pp. 256-270

Kjersti Karijord Smørvik and May Kristin Vespestad

Buying search, buying students: how elite U.S. institutions employ paid search to practice academic capitalism online pp. 271-296

Z. W. Taylor and Ibrahim Bicak