Purpose: This study aims to recognize the significance of branding in the academic field to enhance students' loyalty. The research has examined the effect of e-word of mouth as a moderator on loyalty and exploring the intention to get enrollment variable as a mediator in the context of higher education institutes. In order to establish…

This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to recommend the university and university brand preference that stems from their own experiences during the university evaluation…

The issue of grade inflation has been studied in many countries across the globe, yet it remains under-researched in Pakistan. This study aims to understand grade inflation in Pakistani universities by examining the contributing factors and its consequences. The data for this study was collected through in-depth interviews of 20 professors from…

This paper empirically explores the underlying factors influencing students' choice of private education providers in a developing country. Hence, this research aims to contribute to the existing literature by enhancing the understanding of university choice among students, satisfaction, and loyalty, particularly within the context of African…

Purpose: In an uncertain and competitive higher educational landscape, expedient management of professional capital could increase knowledge capital by ensuring the recruitment and retention of experienced and highly qualified academic staff. In this paper, a case study of a private university aims to evaluate the talent management of academic…

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…

This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality,…

Honours programmes have successfully provided academic rigour, special scholarships, and better career prospects over a century. However, recruiting and retaining these exceptional students -- the key to creating a successful honours programme -- becomes more challenging when the national college enrolment declines significantly every year. Hence…

Purpose: The growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The…

Purpose: The purpose of this paper is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example of a competitive higher education market, this research…

In the highly dynamic, competitive and uncertain environment of tertiary education, universities nowadays have to intensify marketing communication to address potential applicants. This study seeks to explore the advertising scheduling of university advertisements in selected media, to analyse the differences in the advertising strategies of…

Higher education institutions (HEIs) are traditionally seen as society's robust institutions but are currently experiencing new difficulties as a result of shifts in both government and society's expectations of their roles as education providers. There is a global call for new models and practices which need HEIs in the private sector to develop…

Higher Education (HE) systems worldwide are undergoing multifarious changes due to pressure engendered by the global need for the knowledge economy. The demand for knowledge economy has created two demands: the need for quality HE education and the high social demand for HE which has resulted in the rapid emergence of private universities (PRUs)…

The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana's private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS)…

In a highly populated country like Bangladesh where standards of living are rising steadily, more and more students are pursuing studies at university level. With only a few publicly funded universities, private universities are now the main avenue for pursuing undergraduate studies. Competition is growing among these universities operating in a…