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Francisco J. García-Rodríguez; Desiderio Gutiérrez-Taño – Journal of Marketing for Higher Education, 2024
Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…
Descriptors: Higher Education, Marketing, Institutional Characteristics, Reputation
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Purificación Alcaide-Pulido; Belén Gutiérrez-Villar; Mariano Carbonero-Ruz; Helena Alves – Journal of Marketing for Higher Education, 2024
Currently, the higher education sector can be considered a marketplace, within which university education is considered a marketable service in the literature on higher education management. The analysis of the variables that generate university image has been the subject of numerous studies on higher education institutions (HEIs). The purpose of…
Descriptors: Undergraduate Students, Student Attitudes, Reputation, Institutional Characteristics
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Alcaide-Pulido, Purificación; Alves, Helena; Gutiérrez-Villar, Belén – Journal of Marketing for Higher Education, 2017
Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make…
Descriptors: Public Colleges, Private Colleges, Models, Higher Education
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Trullas, Irene; Simo, Pep; Fusalba, Oriol R.; Fito, Angels; Sallan, Jose M. – Journal of Marketing for Higher Education, 2018
In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…
Descriptors: Higher Education, Colleges, Marketing, Employment Qualifications
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Traverso, Joaquin; Roman, Marisa; Gonzalez, Rosario – Higher Education Review, 2012
Obtaining competitive advantage has become a recurrent necessity, in successful organisational management. Nowadays, intangibles represent an excellent opportunity to attain these advantages. Given its social impact, the organisational image is one of the most important intangibles to work with. In this research, a model based on the determination…
Descriptors: Stakeholders, Change Strategies, Strategic Planning, Institutional Advancement