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Direct linkFahmida Naheen; Tamer H. Elsharnouby – Journal of Marketing for Higher Education, 2024
This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed…
Descriptors: College Students, Self Concept, Student College Relationship, Advertising
Jessica Prach; Ane Turner Johnson; Sarah Ferguson – Journal of Marketing for Higher Education, 2024
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,…
Descriptors: College Choice, Consumer Economics, Higher Education, Decision Making
Yuri Enrique Herrera Burstein; Niria Marleny Goñi Avila – International Journal of Sustainability in Higher Education, 2024
Purpose: This study aims to identify and analyze research that promotes sustainable consumption among university students, understand what areas of consumption were addressed, how consumption was intended to become more sustainable and what results were reported. Design/methodology/approach: A systematic literature review was conducted using the…
Descriptors: Journal Articles, Sustainability, Consumer Economics, College Students
Manuel Souto-Otero; Michael Donnelly; Mine Kanol – British Journal of Educational Studies, 2024
The relationship between students and higher education is seen to have become increasingly transactional. We approach the study of the student-HE relationship in a novel way, by focusing on students' behaviour post-university, rather than on student narratives. Conceptually, the article builds on multidimensional views of student engagement and…
Descriptors: Foreign Countries, Alumni, Donors, Universities
Sanjay Krishnapratap Pawar; Swati Amit Vispute – Journal of Marketing for Higher Education, 2024
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…
Descriptors: Foreign Students, Artificial Intelligence, Technology Uses in Education, College Enrollment
Khurram Sharif; Mouna Sidi Lemine – Journal of Marketing for Higher Education, 2024
This study examined the impact of university services on customers' (students') Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568…
Descriptors: Universities, Student Satisfaction, Consumer Economics, Helping Relationship
