In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to…

Using consumer socialization theory, this study examined the associations between perceived influence of parents, peers, employment, and media and spending behaviors of emerging adult college students from three different regions of the US: Northeast, South Atlantic, and Mountain regions. Data from the Emerging Adult Financial Capability Study (N…

Purpose: This study aims to identify and analyze research that promotes sustainable consumption among university students, understand what areas of consumption were addressed, how consumption was intended to become more sustainable and what results were reported. Design/methodology/approach: A systematic literature review was conducted using the…

The relationship between students and higher education is seen to have become increasingly transactional. We approach the study of the student-HE relationship in a novel way, by focusing on students' behaviour post-university, rather than on student narratives. Conceptually, the article builds on multidimensional views of student engagement and…

This paper offers a critical examination of ethical consumption, exploring how it reinforces social identities within the capitalist framework. It argues for the crucial role of educational institutions in addressing ethical consumption within their curricula. While ethical consumption is often promoted for its moral virtues and its potential to…

Communities may often lack the resources to deliver intensive programs to assist teen mothers, and many eligible adolescents may decline participation in lengthy interventions. Therefore, alternative approaches involving less resource and time may be needed. Behavioral economics (BE) can inform the development of such novel interventions. BE often…

A recent surge in textbooks studies has revealed a closer link with neoliberalism and the way they construct neoliberal subjects. This paper uses Foucauldian governmentality as the conceptual lens to analyze the neoliberal discourses in EFL textbooks used in English Access Microscholarship (EAM)--one of the US-aided global ELT programs in…

This paper analyzes "production stories," a genre of information literature and media responsible for teaching children how everyday things are made. As nineteenth-century families increasingly consumed tropical commodities produced by slave labor, including sugar, tea, coffee, rum, and tobacco, the production story developed in Britain…

Consumers are exposed to large amounts of advertising every day. One way to avoid being manipulated is to monitor the sources of persuasive messages. In the present study it was tested whether high exposure to advertising affects the memory and guessing processes underlying source attributions. Participants were exposed to high or low proportions…

With changing demographics and the potential impact of COVID-19 on enrollment, understanding student satisfaction, student retention, and willingness to recommend a university to prospective students is critically important. Based on a survey of business school students from two universities, this paper illustrates the impact of utilitarian and…

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram…

The current study evaluated the success of implementing a blended + flipped structure in a Calculus for Life and Management Sciences course. By reimagining two of the three weekly instructional hours as online asynchronous lessons, we redesigned a 200-person section into 30-person sections, with minimal additional instructor resources. Findings…

Purpose: Higher learning institutions (HLIs) need to have quality service facilities to achieve customer satisfaction and positive word of mouth (WoM). The purpose of this study is to assess customer satisfaction as a mediator of service facility and WoM in the context of Tanzania's HLIs. Design/methodology/approach: A mixed-methods approach was…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…