There is scarce research classifying and investigating the relationship between B2C and C2C value co-creation. Based on the value co-creation theory and literature on brand awareness, this study developed a research framework to demonstrate the relationships between B2C and C2C value co-creation constructs, with the mediation of brand awareness. A…

Purpose: Competitive universities try to improve their reputation to attract the best students as university reputation is a significant factor affecting the decision of a student. In this context, universities need a systematic management plan to improve their reputation among the stakeholders. This study aims to identify the factors affecting…

Global student mobility has reached far beyond Europe, North America, and Australia. Malaysia, Singapore, and South Korea have become the 'emerging contenders' focusing on attracting international students, primarily from other Asian countries. This heightened competition among higher education institutions (HEIs) challenges their sustainability.…

Purpose: The purpose of this paper is to identify the dimensions of service quality in the context of Islamic higher education (IHE); explain the determinant dimensions of overall perceived service quality (PSQ) according to students; and explains the difference in the level of quality felt by students in each dimension based on gender, year of…

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…

The current study aimed at identifying the indicators of practicing governance in Saudi universities in the light of the principles of Organization for Economic Cooperation and Development (OECD). It also underlined the challenges facing governance practice and introduced a proposal for governance principles in Saudi universities. Descriptive…

Purpose: The purpose of this paper is to investigate those factors that are associated with the adoption of social networking sites from the perspective of Muslim users residing in Malaysia. Design/methodology/approach: A complete self-administered questionnaire was collected from 223 Muslim users of social networking sites in Malaysia. Both…

The mobility of African students beyond national territories has become common worldwide. However, the underlying reasons motivating students to leave their countries of origin in pursuit of higher education in other developing nations and why these factors are important have not been fully explored. This study attempts to explore why and how…

In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…

Development of academic mobility of students from different countries requires evaluating the influence of their cultural traits on the behavior on the educational products market. The subject of present study is the development of methodic approach towards evaluating the cross-cultural traits influence on students' behavior on the higher…

Purpose: The purpose of the paper is to report on the perception of students in regard to critical antecedents, dimensions and consequences of service quality with an aim to develop a theoretical model in the context of a university in Australia. Design/methodology/approach: This research used focus group discussions with 19 students who had been…

The dual nature of the self has been a core concern of social psychology since its inception. We contribute to this longstanding tradition of inquiry by focusing on two lines of research within the expectation states theoretical research program: (1) the study of second-order expectations and (2) research on the durability of expectations. We…

This research explores a new model for facilitating trust in online e-learning activities. We begin by protecting the privacy of learners through identity management (IM), where personal information can be protected through some degree of participant anonymity or pseudonymity. In order to expect learners to trust other pseudonymous participants,…

A persistent puzzle in the social and biological sciences is the existence of prosocial behavior, actions that benefit others, often at a cost to oneself. Recent theoretical models and empirical studies of indirect reciprocity show that actors behave prosocially in order to develop an altruistic reputation and receive future benefits from third…

We posit that institutions of higher education attempt to maximize their reputation, and that an institution's reputation, research output, and average student quality are determined simultaneously. Because these outputs are produced jointly, three-stage least squares is used to estimate the parameters of the model. We find that faculty research…