Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that…

Consumerist views have increased in English higher education. At the same time, the wellbeing of university students is of growing concern. Some research suggests that consumerist views amongst students link to lower wellbeing and achievement. This prompted the current paper which speculates that the concept of autonomy (as depicted in…

This paper provides a critical interrogation of government-led reform of higher education (HE) in England. Its focus is marketisation, and in particular, the concepts of 'value for money' (VFM), teaching excellence, and students as educational consumers. Hitherto, research on VFM in HE has been largely quantitative in nature and primarily focussed…

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…

This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality,…

We examine listed tuition and institutional aid practices within the US private sector, a sector where market pressures are relatively strong and consequently influence organizational behavior. We present a conceptual framework that highlights three psychological aspects of pricing--the price-quality heuristic, ego-expressive aspects of aid, and…

This study explored the relevancy of media literacy as college students obtained their news and information from social media sites. The past several decades have experienced a transformation from single-sourced, trusted news in newspapers and television to a multi-sourced, unchecked, and growing social media presence. News shapes social and…

This paper explores the potential of a collaborative research laboratory to enhance advertising education by catalyzing student learning, engagement, and faculty interaction. By offering a comprehensive blueprint through this lab, we illuminate how institutions can leverage the benefits of such labs through immersing students in practical consumer…

The aim of this research is to determine the causes of redundant purchasing behavior of university students and the effects of social media usage on redundant purchasing behavior. Quantitative research method is used in the research and relational screening model is preferred. "Social media addiction" and "sustainable consumption…

This article describes the process of implementing a field-based experiential learning activity using a marketplace scavenger hunt. Evidence for integrating short-term field-based learning in marketing classes is limited, compared to other disciplines. This is surprising given the accessibility and richness of marketplace settings that can add…

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…

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…

Technology continues to change and improve the marketing profession. Marketing research technologies such as eye-tracking and facial expression analysis allow marketers to gain more insights into consumer behaviors. Recently, these technologies have become more affordable and applicable in the classroom learning environment. A very recent addition…

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…