The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

To ensure the widespread dissemination of information and to foster interaction and dialogue with users, higher education institutions need to develop an active profile on the social networks. This paper analyses the influence of universities' posting strategy on their followers' engagement (reaction, virality and conversation) by measuring the…

Purpose: Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize…

Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market…

Universities have become major actors on the global stage. Yet, as they strive to be "world-class," institutions of higher education are shifting away from their core missions of cultivating democratic citizenship, fostering critical thinking, and safeguarding academic freedom. In the contest to raise their national and global profiles,…

This four-country study compares business students concentrating in marketing, accounting and finance (AF), and management with respect to five motives: lifestyle aspirations, reputational effects, relative ease of completion, career outcomes, and developmental skills. We find that, except for the developmental skills motive, the importance of…

This study benchmarks marketing doctoral programs worldwide in five popular subareas by faculty and institutional scholarly impact. A multi-item approach identifies a collection of top-tier scholarly journals for each subarea, while citation data over the decade 2003 to 2012 identify high scholarly impact marketing faculty by subarea used to…

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…

The university prospectus is supposed to be a forceful and pioneering text in promoting and marketing higher education. The present research will deal with the disparities in the frequencies of first and second person pronouns in online prospectuses in cross-cultural linguistics from marketing point of view. The research question is to which…

The purpose of this study was to investigate the goals of institutions that are currently developing and delivering Massive Open Online Courses (MOOCs) and to assess the current evidence as to whether these goals are being met. A qualitative study was conducted comprising interviews of 83 individuals across 62 institutions including public and…

A "humanitarian market" for off-grid renewable energy technologies for displaced populations in remote areas has emerged. Within this market, there are multiple stakeholder agendas. End-user needs and sustainable development goals are currently not considered through the customer-enterprise relationship and the applied product and…

Reports a survey of 315 higher education and private secondary institutions in Australia, Canada, New Zealand, United Kingdom, and United States that investigated factors critical to success in international marketing of educational programs. Results suggest that two factor groups (reputation and resources, and possession of international…