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…

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…

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…

The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and…

The aim of this study is to build a measurement tool to survey the aesthetical development of the social network "Instagram" on women and to define its psychometrical qualities. The research is a descriptive and quantitative study designed with a screening model. This Aesthetic Perception Scale is based on a proper literature survey and…

Since the last century, we have witnessed a steady evolution of advertising techniques in an effort to adapt to the new social context in the market. As a strategic resource, Neuroscience brings a new perspective by allowing you to explore those difficult or verbally unconscious motives behind consumer behaviours. The present work aims to discover…

The current study aimed at plasticizing contemporary artworks by activating the formal and denotative significances of the logo of NEOM through the concept of abstract art. To achieve the study objectives, participants were asked to plasticize contemporary artworks using multiple-sized canvas, several coloring materials, a computer and some…

In the present phenomenological study, I explored how some college women make sense of images of the body manipulated by Photoshop and how they perceive the Photoshop disclaimer labels currently mandated in several European countries. In-depth interviews with 16 female college students revealed four themes regarding the meanings of Photoshopped…

Over the past decade the "neuro"marketing of educational products has become increasingly common. Researchers have however expressed concern about the misapplication of neuroscience to education marketing, fearing that consumers may be deceived into investing in apparently "brain-based" products under the misapprehension that…

Finds willingness to buy is affected both by the content of the advertisement and the buyer's predisposition to buy the advertised brand. (RB)

Distinguished international scholars from a wide range of disciplines (including curriculum studies, foundations of education, adult education, higher education, and consumer education) come together in this book to explore consumption and its relation to learning, identity development, and education. Readers will learn about a variety of ways in…

This paper summarizes the findings of a study investigating the beliefs and attitudes of six key respondent groups regarding issues surrounding television advertising and children. The six groups included in the study are spokesmen for Action for Children's Television (ACT); the presidents and top executive officers of advertising agencies…

Traditional information processing (or high-involvement) models hold that cognitive change leads to attitude change which leads to behavior change. It has been suggested, however, that in many advertising situations, cognitive change can lead directly to behavior change, and that for many products advertising is a "low involvement"…

The Advertising Division of the proceedings contains the following 20 papers: "Stereotyping the 'Model Minority': A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others" (Dennis J. Ganahl, Liang Ge and Kwangok Kim); "Cultivation Effects of Television…

The potential value of marketing principles to help solve educational problems in higher education is addressed. Four variables that are within the decision power of those in higher education and those in the commercial world are the product, distribution, promotion, and price. The marketing concept demands that policies be built on a base of…