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Journal of Marketing for Higher Education最新文献

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Princeton as Prada: college choice in the United States as luxury consumption for the extended self 普林斯顿大学是普拉达:美国的大学选择是扩展自我的奢侈品消费
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-06-13 DOI: 10.1080/08841241.2022.2070939
David S. Ackerman, Emi Moriuchi, Barbara L. Gross
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引用次数: 2
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions 高校整合营销传播与企业绩效关系的探索性研究
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-06-13 DOI: 10.1080/08841241.2022.2070938
Janire Gordon-Isasi, Lorea Narvaiza, J. Gibaja
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引用次数: 1
Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment 参与国际学生招聘的高等教育机构制定学费做法的驱动因素
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-06-13 DOI: 10.1080/08841241.2022.2076274
V. Naidoo, Rajat Roy, Fazlul K. Rabbanee, T. Wu
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引用次数: 0
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis 利用大学COVID-19应对逆转学生流失意向:一系列中介和多组分析
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-25 DOI: 10.1080/08841241.2022.2052226
Oluwatobi A. Ogunmokun, Seldjan Timur, Juliet E. Ikhide

ABSTRACT

In the context of the COVID-19 pandemic, this study offers a contemporary look at crisis response in higher education and demonstrates the marketing implications of universities’ crisis response. Using Situational Crisis Communication Theory, the link between university crisis response and student attrition through resilient coping and trust was examined. Data collected from 340 students were analysed to determine the specific indirect and serial mediation effects of university crisis response on student attrition intention. Results revealed that students’ resilient coping and trust individually and serially mediates the relationship between university crisis response and student attrition intention. A multigroup analysis also revealed that crisis response has a weaker effect on resilient coping for female students and a weaker effect on attrition intention for new students. Findings recommend among other things that crisis response mitigates student attrition through trust and coping, and that it should be tailored and gender-specific for effectiveness.

摘要:在新冠肺炎大流行背景下，本研究对高等教育危机应对进行了当代审视，并论证了大学危机应对的营销含义。运用情境危机沟通理论，通过弹性应对和信任，考察大学危机反应与学生流失之间的关系。对340名大学生的数据进行分析，以确定大学危机应对对学生流失意愿的具体间接和串行中介效应。结果发现，大学生弹性应对和信任在大学危机反应与学生流失意愿之间具有个体和序列中介作用。多组分析还发现，危机反应对女生弹性应对的影响较弱，对新生离职意愿的影响较弱。调查结果建议，除其他事项外，危机应对可以通过信任和应对来减轻学生流失，并且应该针对具体性别进行定制，以提高有效性。
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引用次数: 0
Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students 决定高等教育机构形象的四个关键变量：基于本科生的跨国分析
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-18 DOI: 10.1080/08841241.2022.2056671
Purificación Alcaide-Pulido, Belén Gutiérrez-Villar, Mariano Carbonero-Ruz, H. Alves
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引用次数: 1
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands 评估大学排名对大学品牌可信度和感知差异化的影响
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-12 DOI: 10.1080/08841241.2022.2059733
Önder Kethüda
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引用次数: 4
University graduates’ segmentation: determinant factors 大学毕业生细分:决定因素
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-05 DOI: 10.1080/08841241.2022.2056280
Teodoro Luque-Martínez, Luis Doña-Toledo, Nina Faraoni
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引用次数: 2
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction 应对高等教育机构的破坏性健康危机:服务质量和感知安全对学生满意度的影响
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-04 DOI: 10.1080/08841241.2022.2056282
Margaret L. Sheng, Abu Amar Fauzi
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引用次数: 4
User-generated and brand-generated content as indicators of university brand personality and business strategy 用户生成和品牌生成内容作为大学品牌个性和商业战略的指标
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-04 DOI: 10.1080/08841241.2022.2056281
Hande Karadağ, Petek Tosun, Büşra Ayan
The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities ’ competitive strategy and brand personality. BGC that included four universities ’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The fi ndings indicated that BGC was in alignment with universities ’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the di ff erentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The di ff erentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The fi ndings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.
竞争的加剧和社交媒体的使用增加了大学品牌个性和战略营销在高等教育中的重要性。本研究探讨了社交媒体上的品牌生成内容（BGC）和用户生成内容（UGC）与大学竞争战略和品牌个性之间的相互关系。采用R编程语言对包含四所大学推文的BGC和包含消费者评论的UGC进行内容和对应分析。研究结果表明，BGC与大学的通用策略一致。BGC-UGC在品牌个性方面的分散性与不同的大学一致，而BGC与UGC在低成本大学方面不匹配。差异大学与声望、国际化和认真相关，而低成本大学与真诚相关。研究结果支持通用商业战略在高等教育背景下的适用性，并显示了品牌个性与所追求的通用战略之间的战略联系。
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引用次数: 1
The journey towards finding your favourite university. A segmentation study based on selection criteria 寻找你最喜欢的大学的旅程。基于选择标准的分割研究
IF 3.3 3区 管理学 Q3 BUSINESS
Journal of Marketing for Higher Education
Pub Date : 2022-04-04 DOI: 10.1080/08841241.2022.2058146
Marta Retamosa, Ángel Millán, J. A. García
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引用次数: 1
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