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Direct linkAmélia Brandão; Áurea Silva Ramos – Journal of Marketing for Higher Education, 2024
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…
Descriptors: Psychological Patterns, Social Media, Student Recruitment, Marketing
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
Sarrico, Cláudia S.; Rosa, Maria J. – Tertiary Education and Management, 2014
The purpose of this paper is to discuss student satisfaction with Portuguese higher education institutions, and to analyse how this varies for different types of students. A survey instrument was used to collect data on students' perceptions and expectations regarding different aspects of service provision. Based on the gap model of satisfaction,…
Descriptors: Foreign Countries, Participant Satisfaction, Higher Education, Student Characteristics
