Amid concerns about creating internationally recognized world-class universities in China, this study aims to explore the factors that influence the selection of two prestigious universities in China, namely Tsinghua and Beida, by high school students. In light of concerns surrounding the establishment of globally renowned universities in China,…

Based on the first ratings of international branch campuses (IBCs) by Dubai's Knowledge and Human Development Authority (KHDA), which are further supported by findings in the literature, we investigated students' institution choices and satisfaction, focusing on country of origin and campus environment as possible key influences. The study adopts…

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…

This investigation examines undergraduate students' perceptions of university rankings and their understanding of the factors that define a quality university, focusing on students at a Flagship State University (FSU) in the Midwest. Following responses to a survey that asked students to indicate the level of importance that rankings played in…

In the process of higher education choice, the prospective students compare and organise universities into a preference order, which indicates status hierarchies among institutions. In this study, the aim is to investigate how (and based on what) recent business graduates construct institutional hierarchies in the national higher education…

This study explored Chinese students' motivations for selecting a cross-border university in China's Guangdong-Hong Kong-Macau Greater Bay Area (GBA) and how they perceive their undergraduate experiences. The GBA was developed as an international economic cluster in China. Despite the vitality of the GBA's international education sector, few…

Background/purpose: While the existing literature explores the internalization of higher education, a significant gap remains in comprehending the motivations behind international students choosing Portuguese higher education. This study aims to address this gap by examining the motivations of a specific group within Portuguese universities:…

This research looks at higher education choice through the lens of extended self in consumer behavior. An online survey at two US universities, one public and one private, found that extended-self moderated how much fulfillment of self-image needs led students to like a university. Self-esteem needs were a critical part of this process, positively…

As it becomes more difficult to predict enrollment outcomes and the decline in high school graduates' looms on the horizon, the ability of higher education leaders to understand what characteristics of the university brand are most compelling for prospective students is important to ensure enrollment objectives are met. This mixed-methods…

High school and college students are inundated by indicators and rankings supposedly designed to help them decide where to go to college and what to study once they arrive. In "Metrics That Matter," coauthors Zachary Bleemer, Mukul Kumar, Aashish Mehta, Chris Muellerleile, and Christopher Newfield take a critical look at these metrics…

With the declining number of students interested in pursuing STEM courses such as Bachelor's Degree in Biology as evidenced by low enrollment, HEIs currently offering and those which intend to offer the academic degree program are competing and looking for ways to increase their competitiveness. Hence, several efforts have been made in response to…

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,…

Chinese students studying abroad have been increasing rapidly in the past decades and become a significant financial contribution to receiving countries. Accordingly, understanding their enrollment choice is essential to facilitate college marketing and admission strategies. Though the decision process is believed to be different from domestic…

Higher education (HE) plays a predominant role in the development of any society. The expansion of HE all over the country (Angola) through the creation of new public and private higher education institutions (HEIs), as well as the creation of internal and external scholarships, have been some of the policies aimed at increasing access to HE,…

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…