Higher education has often been accused of its anti-social character, represented by the metaphor of the 'ivory tower'. However, the idea of the pursuit of knowledge per se, which is associated with the ivory tower, has not been widely recognized as a public ideal of higher education. In this study, by drawing on the 20th-century British…

Whilst technology may have been the 'saviour' of HE from the immediate challenges of the pandemic, the opportunistic dialogue emerging in response is imbued with notions of the pandemic as a catalyst for change. Empowered by the apparent success of technology's deliverance, the door has been opened to unprecedented investment into a pervasive and…

As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location,…

Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation,…

The rapid expansion of neo-liberal regimes has effectively transformed how students -- their role and purpose -- are understood in society. Scholars, especially in the Anglophone North, have shown how dominant policy narratives tend to position students as consumers. More recent studies have begun to explore students' views of this construction.…

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…

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…

This article defines a public good, arguing that higher education should be considered a public good. This requires moving away from an orthodox economistic understanding of public goods. It also requires understanding the relationship between higher education as both a private good and a public good to the extent that it promotes individual…

The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and…

This article places the historical events that have influenced the rationale of study abroad programming in U.S. higher education, throughout the twentieth century, within the framework of Baudrillard's theory of hyper-reality. The intent of this paper is not to repeat Hoffa's (2007) and Hoffa and DePaul's (2010) comprehensive two-volume history…