Amid concerns about creating internationally recognized world-class universities in China, this study aims to explore the factors that influence the selection of two prestigious universities in China, namely Tsinghua and Beida, by high school students. In light of concerns surrounding the establishment of globally renowned universities in China,…

Purpose: University selection in higher education is a complex task for aspirants from a decision-making perspective. This study first aims to understand the essential parameters that affect potential students' choice of higher education institutions. It then aims to explore how these parameters or priorities have changed given the impact of the…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

College choice is one of the most significant decisions a family will make. Families with high socioeconomic status often hire independent educational consultants (IEC) to assist their family in college search activities. A review of the literature indicated a gap in the literature regarding IECs' understanding of the factors which influence their…

Sino-foreign cooperative universities (SFCU) represent the advanced manifestation of transnational education in China and has profoundly shaped the country's higher education landscape. Despite the tremendous development of SFCUs, there is limited research on the motivations and driving factors of students choosing to study at SFCUs. To bridge…

Lackluster BA completion rates have made it clear that improving postsecondary outcomes in the U.S. is not simply a matter of raising college enrollment rates. In addition to increasing the number of people who attend college, it is also important to increase the number of people who graduate. Over the years, scholars have identified many factors…

When choosing a college, high school students and those who guide them through the process must consider the complex interactions between student-level and institution-level variables in order to achieve an optimal person-environment fit. Ten academically advanced high school students who had chosen and committed to attending a college…

Purpose: The purpose of this paper is to identify the factors influencing Indonesian students' choice of university by estimating the trade-off students make in selecting a university. Design/methodology/approach: Conjoint analysis was used to examine the relative importance and the part-worth scores of the attributes that influence students'…

In this study, we conducted in-depth interviews with 29 parents of prospective college students, a target public of university marketing efforts. We explored how university communication influenced parents' attitudes, and reputation perception. The research findings are significant in understanding parents' views on responding to prevalent…

The literature on college choice is extensive and navigating it for purposes of review is complicated by the dual meaning given to the word choice. To clarify, in this article, the phrase "college choice" refers to the concept defined by Don Hossler and Karen Gallagher in their seminal 1987 article entitled "Studying Student College…

Recently, there has been an increase in the Higher Education (HE) options (in terms of both courses and institutions) available to students in the UK. Given that the choice of institution and field of study are crucial for students' future careers, we investigated how attributes of the institutions and courses determine students' choices, and how…

This study investigates how universities can increase the effectiveness of the search process by featuring in their advertisements expert and celebrity endorsers who attended the institution. How can universities gain the attention of prospective students using the star power of experts and celebrities? Experts and celebrities promoting a…

This research investigates the factors influencing Bogor senior high school students' choice of Bogor Agricultural University for further study. Choice of higher education institution is difficult for senior high school students and requires the consideration of many factors. Students in choosing a college are influenced by social factors,…

Previous research has found that the images of universities formed by prospective students greatly influence their choices. With the advent of international branch campuses in several higher education hubs worldwide, many international students now attempt to construct images of these institutions when deciding where to study. The aim of this…

Previous research studies identified country image as an important variable in international students' selection of onshore programs, and it is often perceived that there is little difference between onshore and offshore program selection. Looking at a sample of high school students in China and their selections of offshore programs (from a sample…