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 29, issue 2, 2019

A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education pp. 153-172

Rod Missaghian and Roger Pizarro Milian

Social media engagement and Chinese international student recruitment: understanding how UK HEIs use Weibo and WeChat pp. 173-190

Yimei Zhu

How do Australian universities market STEM courses in YouTube videos? pp. 191-208

Amanda Bridget Mwenda, Miriam Sullivan and Ann Grand

Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses pp. 209-229

Qingjiang (Q. J.) Yao, Mary C. Martin, Hsin-Yen Yang and Scott Robson

Exploring the role of decision-making factors in international student marketing engagement pp. 230-250

Thuy Nguyen, Qin Sun and Gopala Ganesh

Universities engaging social media users: an investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes pp. 251-267

Brady Lund

Service quality enhancing student satisfaction in international programs of higher education institutions: a local student perspective pp. 268-283

Chonlatis Darawong and Mukdashine Sandmaung

Marketing Christian higher education in Canada: a ‘nested’ fields perspective pp. 284-302

Roger Pizarro Milian and Jessica Rizk

Volume 29, issue 1, 2019

If we build it, will they come? The effect of new athletic facilities on recruiting rankings for power five football and men's basketball programs pp. 1-18

Matt Ryan Huml, N David Pifer, Caitlin Towle and Cheryl R Rode

The university brand and social media: using data analytics to assess brand authenticity pp. 19-44

James Pringle and Samantha Fritz

Data mining approach to professional education market segmentation: a case study pp. 45-66

Mehraneh Davari, Payam Noursalehi and Abbas Keramati

Social media and the university decision. Do prospective students really care? pp. 67-83

Alison B. Shields and Adam Peruta

Do flexible admission systems affect student enrollment? Evidence from UK universities pp. 84-101

Hiba K. Massoud and Rami M. Ayoubi

Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty pp. 102-120

Esperanza Garza Salgado and Marcelo Royo Vela

Brand equity of academics: demystifying the process pp. 121-133

Azadeh Shafaei, Mehran Nejati and Nina Maadad

Hedonic and utilitarian value: the role of shared responsibility in higher education services pp. 134-152

Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong and Nina Krey

Corrigendum pp. 153-153

The Editors

Volume 28, issue 2, 2018

Undergraduate choice of major and major satisfaction: an expanded role for personality measures pp. 155-174

Andrew Pritchard, Julie Fudge, Elizabeth Crisp Crawford and Jeremy Jackson

Marketing your university on social media: a content analysis of Facebook post types and formats pp. 175-191

Adam Peruta and Alison B. Shields

Personalizing twitter communication: an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education pp. 192-209

Jenna Marie Condie, Ivett Ayodele, Sabirah Chowdhury, Shelley Powe and Anna Mary Cooper

Co-creation in higher education: towards a conceptual model pp. 210-231

Mollie Dollinger, Jason Lodge and Hamish Coates

Media relations and universities: an assessment of digital newsrooms pp. 232-246

Nicole M. Lee and Patrick F. Merle

A comparative study of international recruitment – tensions and opportunities in institutional recruitment practice pp. 247-265

Melissa James-MacEachern

Student-perceived organizational support and perceived employability in the marketing of higher education pp. 266-281

Irene Trullas, Pep Simo, Oriol R. Fusalba, Angels Fito and Jose M Sallan

High on emotion! perceived value: influencing decision-making processes at international student recruitment trade shows pp. 282-297

Udo Rainer Gottlieb and Amanda Beatson

Volume 28, issue 1, 2018

Higher education marketing – does inducing anxiety facilitate critical thinking or more consumerism? pp. 1-11

Paul Gibbs

Getting out of the rankings game: a better way to evaluate higher education institutions for best fit pp. 12-31

Sonja Martin Poole, Michael A. Levin and Kate Elam

International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs pp. 32-50

Stephen Wilkins, Muhammad Mohsin Butt and Troy Heffernan

Perceived service quality-loyalty path: A PAKSERV based investigation of international students enrolled in business schools in Thailand pp. 51-65

Muhammad Kashif and Pimpa Cheewakrakokbit

Using income effects to market undergraduate education abroad participation in higher education pp. 66-89

Margaret Partlo and Frim Ampaw

Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions pp. 90-112

Mei-Teh Goi, Vigneswari Kalidas and Norzita Yunus

A latent-class discrete-choice model of demand for economics electives: a case study on the challenge to increase enrollment pp. 113-127

Reginald T. Dillingham, William S. Breffle and Matthew C. Kelly

Determinants for the commitment relationship maintenance between the alumni and the alma mater pp. 128-152

Ilda Maria Pedro, Luis Nobre Pereira and Hélder Brito Carrasqueira

The future of Indian universities: comparative and international perspectives pp. 153-154

Dilip Mutum and Bang Nguyen

Volume 27, issue 2, 2017

Contemporary thought in higher education marketing pp. 159-161

Chris Chapleo and Helen O’Sullivan

Development of a model to analyze HEI image: a case based on a private and a public university pp. 162-187

Purificación Alcaide-Pulido, Helena Alves and Belén Gutiérrez-Villar

Hold firm or adapt? An empirical examination of the institutional appeal implications of maintaining the Liberal Arts College identity pp. 188-212

Jake D. Hoskins and Benton A. Brown

Considering the marketing of higher education: the role of student learning gain as a potential indicator of teaching quality pp. 213-232

Martyn Polkinghorne, Gelareh Roushan and Julia Taylor

Location, location, location: does place provide the opportunity for differentiation for universities? pp. 233-250

Emma Winter and Helen Thompson-Whiteside

Using stakeholder marketing and social responsibility for new product development in higher education: a business Spanish model pp. 251-273

Lisa Huempfner and Dennis A. Kopf

Working up a debt: students as vulnerable consumers pp. 274-289

Julie Robson, Jillian Dawes Farquhar and Christopher Hindle

Gratitude and its drivers within higher education pp. 290-308

Fiona Cownie

Editorial Board pp. ebi-ebi

The Editors

Volume 27, issue 1, 2017

Student satisfaction in higher education: a meta-analytic study pp. 1-18

Fernando de Oliveira Santini, Wagner Junior Ladeira, Claudio Hoffmann Sampaio and Gustavo da Silva Costa

Brand personality in higher education: anthropomorphized university marketing communications pp. 19-39

Richard Rutter, Fiona Lettice and John Nadeau

Relationship quality in higher education marketing: the role of social media engagement pp. 40-58

Melissa Clark, Monica B. Fine and Cara-Lynn Scheuer

How service values influence the processing of word-of-mouth in the evaluation of credence beliefs pp. 59-76

Kristiina Herold, Jenni Sipilä, Anssi Tarkiainen and Sanna Sundqvist

Alternative pathways to legitimacy: promotional practices in the Ontario for-profit college sector pp. 77-98

Roger Pizarro Milian and Linda Quirke

Embracing online education: exploring options for success pp. 99-111

Leroy Robinson

Engaging fans and the community in social media: interaction with institutions of higher education on Facebook pp. 112-130

Felicitas M. Brech, Uwe Messer, Brian A. Vander Schee, Philipp A. Rauschnabel and Bjoern S. Ivens

Social media in higher education: understanding how colleges and universities use Facebook pp. 131-143

Adam Peruta and Alison B. Shields

MOOCs to university: a consumer goal and marketing perspective pp. 144-158

Jason Howarth, Steven D'Alessandro, Lester Johnson and Lesley White