International branch campuses (IBCs) are commonly used by nations and universities to achieve internationalization. Although existing research has examined students' attitudes and behaviors toward IBCs, few studies have investigated these issues in an intra-country context. Hong Kong institutions' IBCs in the Greater Bay Area of Mainland China are…

Purpose: This study empirically investigates the influence of students' brand attitudes and perceptions of brand fit on their study intention vis-à-vis international brand alliances and individual brands after alliance. Design/methodology/approach: Structural equation modelling (SEM) was used in data analysis, and a questionnaire was administered…

The higher education sector in Hong Kong has restructured substantially from elite to mass higher education since the introduction of education reform by the Hong Kong government in 2000. To stay ahead in this competitive environment in the education sector, management teams of self-financing institutions have to compete for students and identify…

Drawing on in-depth interview data from 31 mainland Chinese (MLC) students in a Hong Kong university, this article conceptualises MLC and Hong Kong higher education as two dissonant but interrelated subfields of the Chinese higher education field. The article argues that these MLC students' habitus, one that possesses rich economic, social and…

This volume contains a collection of selected papers submitted to the 19th Annual International Conference of the Bulgarian Comparative Education Society (BCES) held in June 2021. The 19th BCES Conference theme is "New Challenges to Education: Lessons from around the World." The book includes 40 papers written by 66 authors from 15…