Based on the first ratings of international branch campuses (IBCs) by Dubai's Knowledge and Human Development Authority (KHDA), which are further supported by findings in the literature, we investigated students' institution choices and satisfaction, focusing on country of origin and campus environment as possible key influences. The study adopts…

Purpose: This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia's premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…