Pub Date : 2024-09-11DOI: 10.1080/08841241.2024.2400076
Niaz Ahmed Bhutto, Syed Aamir Ali Shah, Rana Salman Anwar
Grounded in social cognitive theory, this study aims to explore how service quality and commercial friendship contribute to enhancing student loyalty and facilitating long-term positive relationshi...
{"title":"Beyond service: commercial friendship's impact on trust and student loyalty","authors":"Niaz Ahmed Bhutto, Syed Aamir Ali Shah, Rana Salman Anwar","doi":"10.1080/08841241.2024.2400076","DOIUrl":"https://doi.org/10.1080/08841241.2024.2400076","url":null,"abstract":"Grounded in social cognitive theory, this study aims to explore how service quality and commercial friendship contribute to enhancing student loyalty and facilitating long-term positive relationshi...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"52 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142259584","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-09-10DOI: 10.1080/08841241.2024.2400088
Alice Marianne Fritz, Andrea M. Smith
Colleges and universities in the United States spend over $2 billion annually on marketing and advertising. Increasingly, higher education institutions are turning to social media platforms, such a...
{"title":"Marketing higher education on YouTube: a content analysis of college promotional videos","authors":"Alice Marianne Fritz, Andrea M. Smith","doi":"10.1080/08841241.2024.2400088","DOIUrl":"https://doi.org/10.1080/08841241.2024.2400088","url":null,"abstract":"Colleges and universities in the United States spend over $2 billion annually on marketing and advertising. Increasingly, higher education institutions are turning to social media platforms, such a...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"34 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142259583","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-21DOI: 10.1080/08841241.2024.2393617
Fernando de Oliveira Santini, Luciana da Silva Rocha, Marcelo Gattermann Perin, Wagner Junior Ladeira, Shakeb Akhtar, Tareq Rasul, Cláudio Hoffmann Sampaio
This study synthesized and integrated findings from diverse research on the antecedents and moderators of student loyalty in the higher education sector. Through a comprehensive meta-analysis, the ...
{"title":"Factors influencing student loyalty in higher education: a meta-analytic generalization","authors":"Fernando de Oliveira Santini, Luciana da Silva Rocha, Marcelo Gattermann Perin, Wagner Junior Ladeira, Shakeb Akhtar, Tareq Rasul, Cláudio Hoffmann Sampaio","doi":"10.1080/08841241.2024.2393617","DOIUrl":"https://doi.org/10.1080/08841241.2024.2393617","url":null,"abstract":"This study synthesized and integrated findings from diverse research on the antecedents and moderators of student loyalty in the higher education sector. Through a comprehensive meta-analysis, the ...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"158 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142185763","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-07-18DOI: 10.1080/08841241.2024.2379256
Khadija Rauf, Mohammad Waqar Abbasi
This study explores student perception and identification with cobranded HEIs in the UK. Due to the success of many international partnerships, domestic academic partnerships have increased tremend...
{"title":"Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory","authors":"Khadija Rauf, Mohammad Waqar Abbasi","doi":"10.1080/08841241.2024.2379256","DOIUrl":"https://doi.org/10.1080/08841241.2024.2379256","url":null,"abstract":"This study explores student perception and identification with cobranded HEIs in the UK. Due to the success of many international partnerships, domestic academic partnerships have increased tremend...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"46 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141742041","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-30DOI: 10.1080/08841241.2024.2323427
Elizabeth Knight, Melissa Tham, Emma Colvin
This paper investigates the presence of support information on university websites, with a specific focus on care-experienced young people. Engaging with extant research about the university and co...
{"title":"Care-experienced students and equity support provision: an investigation of Australian university websites","authors":"Elizabeth Knight, Melissa Tham, Emma Colvin","doi":"10.1080/08841241.2024.2323427","DOIUrl":"https://doi.org/10.1080/08841241.2024.2323427","url":null,"abstract":"This paper investigates the presence of support information on university websites, with a specific focus on care-experienced young people. Engaging with extant research about the university and co...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"10 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141501423","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-05DOI: 10.1080/08841241.2024.2323429
Rosa Vidal Tusal, Ercilia García Álvarez, José Simó Guzmán
The landscape of higher education has been evolving, necessitating universities to forge symbiotic relationships with the industry to ensure mutual growth and development. In this line, marketing b...
{"title":"Knocking on knowledge’s door: mapping university to business marketing literature","authors":"Rosa Vidal Tusal, Ercilia García Álvarez, José Simó Guzmán","doi":"10.1080/08841241.2024.2323429","DOIUrl":"https://doi.org/10.1080/08841241.2024.2323429","url":null,"abstract":"The landscape of higher education has been evolving, necessitating universities to forge symbiotic relationships with the industry to ensure mutual growth and development. In this line, marketing b...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"1240 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140115821","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-30DOI: 10.1080/08841241.2024.2305635
Jocelyn D. Evans, Timothy Jones, Phyllis Y. Keys
This study offers important context for understanding why educational institutions ought to modify their recruitment marketing strategies to incorporate a multicultural perspective. African America...
{"title":"The significance of diversity positioning in higher education for branding and marketing","authors":"Jocelyn D. Evans, Timothy Jones, Phyllis Y. Keys","doi":"10.1080/08841241.2024.2305635","DOIUrl":"https://doi.org/10.1080/08841241.2024.2305635","url":null,"abstract":"This study offers important context for understanding why educational institutions ought to modify their recruitment marketing strategies to incorporate a multicultural perspective. African America...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"19 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139764896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-24DOI: 10.1080/08841241.2024.2305637
Joern Redler, Petra Morschheuser
Measuring and managing reputation is one of the core challenges for higher education institutions (HEIs). Although research and theory in higher education marketing has been addressing this key iss...
{"title":"Somehow bogged down: why current discussions on measuring HEI reputation go round in circles, and possible ways out","authors":"Joern Redler, Petra Morschheuser","doi":"10.1080/08841241.2024.2305637","DOIUrl":"https://doi.org/10.1080/08841241.2024.2305637","url":null,"abstract":"Measuring and managing reputation is one of the core challenges for higher education institutions (HEIs). Although research and theory in higher education marketing has been addressing this key iss...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"274 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139580315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-11DOI: 10.1080/08841241.2024.2301773
Samia Adly Hanna El Sheikh, Reda Youssef Assaad, Yasser Tawfik Halim, Ola Abdel Moneim Emara
This study aims to extend the boundary of knowledge about internal branding, which touches on two disciplines: marketing and human resources management in an attempt to understand the constructs of...
{"title":"The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions","authors":"Samia Adly Hanna El Sheikh, Reda Youssef Assaad, Yasser Tawfik Halim, Ola Abdel Moneim Emara","doi":"10.1080/08841241.2024.2301773","DOIUrl":"https://doi.org/10.1080/08841241.2024.2301773","url":null,"abstract":"This study aims to extend the boundary of knowledge about internal branding, which touches on two disciplines: marketing and human resources management in an attempt to understand the constructs of...","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"259 1","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139499897","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-01-09DOI: 10.1080/08841241.2024.2301776
Janire Gordon-Isasi, Lorena Ronda
{"title":"Creating student value in higher education through customer-centric integrated marketing communication","authors":"Janire Gordon-Isasi, Lorena Ronda","doi":"10.1080/08841241.2024.2301776","DOIUrl":"https://doi.org/10.1080/08841241.2024.2301776","url":null,"abstract":"","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"7 8","pages":""},"PeriodicalIF":3.3,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139444272","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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