Purpose: Drawing from the instrumental and symbolic framework for employer branding, this study aims to explore the perception of the current and potential employees for the Indian armed forces' employer brand. Design/methodology/approach: The study is conducted as a mixed-method approach in the form of qualitative and quantitative phases. In the…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

Purpose: The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the…

The proliferation and increasing significance of AI-enabled voice assistants (AIVAs) for consumer purchase decisions imply the need for a better understanding of their acceptance in the higher education (HE) enrollment context. Using the Grounded Theory (GT) research method and a consumer value perspective, we examine the enrolment decision-making…

To attract and retain international students, institutional support services at Asian universities must add value from the student's perspective. This study aims to explore international students' experiences at Indian higher education institutions and understand their thoughts on how the university's International Student Office (ISO) could best…

International branch campuses are an important form of transnational education. Although there exists a substantial literature on the rationale and the motivation to study in International Branch Campuses, research on the customer value offered by the international branch campuses has been overlooked. In order to fill this research gap, this study…

Emerging economies like India are witnessing rapid technological changes. To penetrate in the emerging markets and ensure smooth adoption of mobile wallets it is important to study the constructs that trigger mobile adoption. The study presents a cumulative finding of the research carried out in the field of wallet app adoption by using weight…

We describe lessons learned from one-and-a-half decades of global virtual immersion practices in subsistence marketplaces, and explore implications for international business teaching and learning in the post-pandemic world. Global virtual immersion refers to bottom-up learning experiences, typically in contexts much different than what we may be…