This study examines the critical role that marketing plays within the realms of public four-year higher education institutions (HEIs) in the United States, all through the lens of HEI presidents. The context is a higher education market that is rapidly evolving, stirred by fierce competition, shifting societal norms, the COVID-19 pandemic…

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…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

Driven by global rankings and national quality assurance (QA) initiatives, Taiwan's higher education institutions were encouraged to develop strategic plans and initiatives, in order to improve graduate student employability. The purpose of this study is to explore the polices and strategies adopted by Taiwanese higher education institutions, with…

Purpose: Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize…

Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs' use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student…

This study explores how organizational identity is linked with organizational behavior and change at U.S. colleges and universities. Using IPEDS data from 914 public and private not-for-profit four-year institutions, this study analyzes how institutions' identity claims through their self-identified comparison groups are associated with Carnegie…

In order to operate effectively and efficiently, most higher education institutions depend on employees performing extra-role behaviours and being committed to staying with the organisation. This study assesses the extent to which organisational identification and employee satisfaction are antecedents of these two important behaviours. Key…

Since the start of the twenty-first century, university rankings have become internationalized. Global rankings have a variety of uses, levels of popularity and rationales and they are here to stay. An examination of the results of the current global ranking reveals that well-reputed world-class universities are amongst the top ranked ones. A…