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Pringle, James; Fritz, Samantha – Journal of Marketing for Higher Education, 2019
Recent economic pressures have demanded higher education institutions respond with strong, authentic brand promises. This mixed method multi-case study explored the authenticity of common brand promises at three Universities in Canada through Twitter and Facebook postings from February to April 2016 using a cloud-based text and network analytic…
Descriptors: Social Media, Marketing, Universities, Foreign Countries
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Cao, Joanne T.; Foster, Jamye; Yaoyuneyong, Gallayanee; Krey, Nina – Journal of Marketing for Higher Education, 2019
While on-campus student housing availability has been shown to improve retention, the interdependence between students and providers in creating the value of campus living has not been explored. This paper, therefore, draws on theories from marketing and education to investigate the role of shared responsibility in educational service outcomes…
Descriptors: College Housing, Student Participation, College Students, Participative Decision Making
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Shafaei, Azadeh; Nejati, Mehran; Maadad, Nina – Journal of Marketing for Higher Education, 2019
The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…
Descriptors: Reputation, Marketing, College Faculty, Student Attitudes
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Davari, Mehraneh; Noursalehi, Payam; Keramati, Abbas – Journal of Marketing for Higher Education, 2019
In this research, a combination of both quantitative and qualitative approaches is used to identify different market segments in the education industry. To solve the research problem, an exploratory approach to data mining is used and, using a series of interviews with experts, the factors affecting segmentation are identified. Then, using the…
Descriptors: Data Analysis, Competition, Expertise, Research and Development
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Shields, Alison B.; Peruta, Adam – Journal of Marketing for Higher Education, 2019
In the world of social media marketing, colleges and universities can benefit from enhanced understanding of how prospective students use social media. Due to the ever-evolving nature of social media use, there are gaps in the current research regarding how students use social media to aid in their matriculation decision-making. Using survey data…
Descriptors: Social Media, College Choice, Decision Making, Information Seeking
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Huml, Matt Ryan; Pifer, N. David; Towle, Caitlin; Rode, Cheryl R. – Journal of Marketing for Higher Education, 2019
College athletics is currently in the midst of a building boom in which universities are competing with each other to reach an always-increasing standard of lavish athletic facilities. While these facilities are costing in the tens or hundreds of millions of dollars, little research is examining the return on investment for athletic programs. The…
Descriptors: Physical Education Facilities, College Athletics, Student Recruitment, Team Sports
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K. Massoud, Hiba; Ayoubi, Rami M. – Journal of Marketing for Higher Education, 2019
We reveal the current level of flexible admission systems (FAS) at UK universities, and explore its impact on student enrollment rates. We employ quantitative analysis techniques for data collected and customized from the Higher Education Statistics Agency (HESA) in the UK, during the period 2010-2015. To understand the impact of FAS on student…
Descriptors: Correlation, College Admission, Enrollment Trends, Universities
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Garza Salgado, Esperanza; Royo Vela, Marcelo – Journal of Marketing for Higher Education, 2019
The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research…
Descriptors: Reputation, Higher Education, Institutional Characteristics, Marketing
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Partlo, Margaret; Ampaw, Frim – Journal of Marketing for Higher Education, 2018
Relying heavily on case or regional studies, higher education institutions market the perceived global skills that students acquire from education abroad as a value-added commodity. As industries increase their global reach, understanding the labor market effects of education abroad from a national perspective is necessary and timely. This study…
Descriptors: Undergraduate Students, Higher Education, Regression (Statistics), Business Administration Education
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Gibbs, Paul – Journal of Marketing for Higher Education, 2018
Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to 'need' more things. To buy what they now need, they need money. To earn money, they work longer hours. Being…
Descriptors: Higher Education, Marketing, Consumer Economics, Anxiety
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Poole, Sonja Martin; Levin, Michael A.; Elam, Kate – Journal of Marketing for Higher Education, 2018
The purpose of this paper is to propose an alternative model to conventional higher education institution (HEI) rankings that can better communicate meaningful differentiation to prospective students. A five-step approach is followed to form clusters and classify HEIs. Cluster analysis is performed on two separate datasets containing (1) public…
Descriptors: Higher Education, Institutional Evaluation, Student Recruitment, Multivariate Analysis
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Pedro, Ilda Maria; Pereira, Luis Nobre; Carrasqueira, Hélder Brito – Journal of Marketing for Higher Education, 2018
This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present 'image of…
Descriptors: Alumni, Foreign Countries, Relationship, Surveys
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Wilkins, Stephen; Butt, Muhammad Mohsin; Heffernan, Troy – Journal of Marketing for Higher Education, 2018
The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka.…
Descriptors: Foreign Countries, International Cooperation, Marketing, Student Satisfaction
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Kashif, Muhammad; Cheewakrakokbit, Pimpa – Journal of Marketing for Higher Education, 2018
We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization…
Descriptors: Foreign Countries, College Students, Business Schools, Business Administration Education
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Goi, Mei-Teh; Kalidas, Vigneswari; Yunus, Norzita – Journal of Marketing for Higher Education, 2018
This study aims to examine the Stimulus-Organism-Response (SOR) model in the context of Higher Education Institutions (HEIs). Unlike previous studies, this study tested two organism variables, namely emotion and experience, as mediators in the relationship between seven dimensions of stimulus and response. Self-administered questionnaires were…
Descriptors: Higher Education, College Students, Public Colleges, Private Colleges
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