Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

This paper explores the legitimation of Finnish education export (EE) activities linked to higher education institutions. As a small non-English speaking country with only recent involvement in the EE market, Finland provides an underexplored context to consider the legitimation of overseas, fee-based educational services from the perspective of…

The study is aimed at contributing to the research of developing the employer brand of a university with the help of a special university project. Our basic research question is whether a Jubilee project could be used to develop the employer brand of a university and strengthen employee engagement. The authors present the possibilities of…

This study explores the mechanisms that underlie the effect of school marketing strategies on parents' perceived school attractiveness, particularly emphasizing the mediating role of parents' perceptions of being welcomed in urban schools. Additionally, we investigated how schools' marketing strategies work differently among parents with different…

This study assesses the technical efficiency of higher education institutions in terms of labor market outcomes for recent graduates, employing a comparative analysis of three distinct methodological approaches. Using a sample of recent graduates of Colombian universities who earned their degrees between 2007 and 2011, we estimated the…

Whereas a growing number of studies evidence that research quality notions and evaluative practices are field- and context-specific, many focus on single evaluative practices or moments. This paper introduces the concept of "quality landscape" to capture dynamics of interrelated quality notions, evaluative moments and practices in a…

Is the ideal of a one-size-fits-all university model--where universities are capable of successfully performing all competencies simultaneously--ever achievable? Has the balance between teaching and research activities grown even more fragile or is such a balance unfeasible? In this paper, we review studies of institutional diversity in higher…

Since the launch of the double world-class (DWC) project in 2015, China has entered into a new stage of building world-class universities. What makes China give up the existing projects for a new one? Towards the end of its first five-year cycle, has the version 2.0 of building world-class universities in China achieved the desired results? This…

This paper explores the way in which elite students from Germany and Romania understand the role of talent, effort, and structural factors in shaping educational success and failure. The image of a successful student aligns with the requirements of the selection processes, with Romanian students emphasising effort, and German students projecting…

This study analyzed the impact of location, accreditation, and faculty size on the ranking of elite business schools. It used descriptive statistics and inferential analysis (analysis of covariance) to establish the effect of location on the business schools' ranking while also controlling the influence (impact) of the covariates (accreditation…

This article examines the relevance of different institutional levels in higher education for the educational strategies of upper milieu students in a case study conducted in Germany. Based on our analysis of 95 qualitative interviews with Masters students from different social backgrounds, we show how upper milieu students take advantage of the…

Policy discussions related to higher education in sub-Saharan Africa often include concerns related to quality. Rather than being an abstract characteristic, quality of higher education is the result of a series of actions and practices, and yet there is limited research on the practices associated with quality in higher education in Africa. This…

Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of higher education expanded over the past few years. While research indicates that brand authenticity…

Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…

This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students…