Purpose: The purpose of this paper is to examine the impacts of a sustainability course that was designed to evoke measurable transformational changes in students' preferences and in their roles as consumers, employees and citizens, via consciously addressing sustainability issues and involving a community partner. Design/methodology/approach: The…

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed…

As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location,…

Purpose: The purpose of this study is to explore Generation Z (Gen Z) consumers' sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors. Design/methodology/approach: A quantitative research methodology is used in this study. A structured…

This paper analyses student perceptions of Active Blended Learning (ABL) during the transition to an institutional pedagogy at the University of Northampton. In focus groups with 227 student participants across all four faculties, we explored factors mediating student engagement with ABL. Students expressed a preference for face to face teaching…

Purpose: The purpose of this study is to assess how Sustainable food consumption (SFC) can improve the quality of life for consumers and encourage green food production. Sustainable consumption is an important factor in achieving the sustainable development goals (SDGs) proposed by the United Nations. However, achieving SFC requires government…

While student class involvement (i.e. engagement in classes) has been studied thoroughly, student educational involvement (i.e. willingness to take education) is rarely studied. Such research is essential due to decreased student enrolment in education. A survey of 425 participants was conducted to explore the influence of self-congruence and…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

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…

Getting students comfortable with responding to customer objections is a challenge. This assignment introduces students to objection response using a live role-play conducted with professionals over the phone. The project typically takes 3 weeks to complete and is an excellent way to deliver value to professional partners or involve alumni in a…

The focus of the research study was on how satisfied customers were with the cashier's office's services at the school. The study will be important for student and parent support services since it will show how to improve services and what should be retained while also allowing students and parents to be content with the services they receive. To…

This article analyses the economic impact of inbound student mobility in Hungary. The research is based on an innovative approach not only showing the geoeconomic impact based on expenditures of the different groups of incoming students (Erasmus+, degree mobility of self-funded or scholarship holder students), but also links the data to specific…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

Comparison shopping is good financial practice, but situations involving numbers and computations are challenging for consumers with math anxiety. We asked North Americans (N = 256) to select the better deal between two products differing in volume and price. As predicted, math anxiety was negatively related to performance on this Price Comparison…

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…