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

Udo Rainer Gottlieb and Amanda Beatson

Journal of Marketing for Higher Education, 2018, vol. 28, issue 2, 282-297

Abstract: Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the decision-making processes of transnational education students and the student recruitment efforts of the exhibiting higher education institutes. This research project discusses how international student recruitment trade shows can positively influence the perceived value students obtain from visiting these trade shows. The findings of this qualitative study show the positive effect higher levels of social emotions have on students’ perceptions of international study options from pre-purchase to post-consumption and on the effectiveness of student recruitment trade shows.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/08841241.2018.1476430 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:28:y:2018:i:2:p:282-297

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1080/08841241.2018.1476430

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().