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Direct linkAmélia Brandão; Áurea Silva Ramos – Journal of Marketing for Higher Education, 2024
The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…
Descriptors: Psychological Patterns, Social Media, Student Recruitment, Marketing
Chahal, Hardeep; Devi, Pinkey – Quality Assurance in Education: An International Perspective, 2015
Purpose: This paper aims to explore consumer attitude towards service failure and recovery in the higher education in general and with respect to teaching, examination, library, computer lab, administration and infrastructure in particular. Design/Methodology/Approach: The data are collected from 120 students of three undergraduate colleges of…
Descriptors: Consumer Economics, Attitudes, Failure, Delivery Systems
Download full text2003
The Advertising Division of the proceedings contains the following 20 papers: "Stereotyping the 'Model Minority': A Longitudinal Analysis of U.S. Primetime Network Commercials, Comparing Asian Female and Male Characters to Themselves and Others" (Dennis J. Ganahl, Liang Ge and Kwangok Kim); "Cultivation Effects of Television…
Descriptors: Advertising, College Students, Consumer Economics, Crisis Management
