With increased competition for talented students and academic staff, many universities have recognised the importance of brand building to better position in the field. This study selected a recently founded public university in China as the case to explore in what way a young university's brand is constructed and to what extent such a brand is…

Student athletes from different cultures might differ in the ways that they experience competitive anxiety, and their coaches with dissimilar cultural backgrounds might also present distinct behavioral traits in coaching. The study assessed and compared the competitive anxiety experienced by Chinese student athletes (in a collectivist culture) and…

The issue of grade inflation has been studied in many countries across the globe, yet it remains under-researched in Pakistan. This study aims to understand grade inflation in Pakistani universities by examining the contributing factors and its consequences. The data for this study was collected through in-depth interviews of 20 professors from…

This study aims to determine whether the introduction of input-oriented resource allocation in the Italian higher education system has resulted in behaviours influencing the attractiveness of universities. The results of an analysis of panel data spanning 57 public universities reveal that the geographical characteristics in which they operate…

The Finnish financial autonomy reform pushed university leaders and academics to a juncture where they must navigate through increasing competition dynamics. Enabling the two types of organisational players -- foundation-run universities and universities under public law -- to become more autonomous and competitive was the major element of…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

Colleges compete to attract students by investing in amenities such as athletics, dormitories, and student activities. We examine the effect of student consumption of postsecondary amenities on academic achievement and future donation behavior in the context of Big-Time college sports. We resolve the selection issue using data from a large, public…

This collection of short essays presents and examines six vignettes of organisational change in British, New Zealand and European universities. Drawing on the social studies of economisation literature, formal research projects and auto-ethnographic insights, the authors detail profound changes in how knowledge is produced in universities. They…

This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing…

Establishing a national university has been widely viewed by smaller developing countries as a means of asserting sovereignty and driving the country's economic, social, and cultural development. This has been particularly true in the South Pacific, despite the existence of the regional University of the South Pacific. Building a national…

This edited volume explores key challenges facing Vietnamese universities amidst digital transformation, navigating the intersection of technology and cultural values, competition, and open education. Chapters in this book offer insights into the current landscape of Vietnamese higher education, outlining strategies for institutional success and…

Purpose: The purpose of this paper is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example of a competitive higher education market, this research…

Purpose: Personal branding is a strategic tool of marketing and communication to define success in organisations. While it constitutes a conscious attempt to commodify self and audit self, it must be intentionally managed to obtain its optimum results. This study aims to illustrate how personal branding may also pose unintentional and unconscious…

Geography of opportunity research has identified places with few or no college options: so-called "education deserts." This study extends this geography of opportunity research, exploring how geographical constraints affect students' choices, particularly the choice to attend a for-profit college. Using the Education Longitudinal Study…

In the highly dynamic, competitive and uncertain environment of tertiary education, universities nowadays have to intensify marketing communication to address potential applicants. This study seeks to explore the advertising scheduling of university advertisements in selected media, to analyse the differences in the advertising strategies of…