Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was…

This study empirically examines different factors that influence students to select universities in the UAE. The primary data were collected based on a survey of students at two public universities -- United Arab Emirates University and Zayed University, as well as three private universities -- New York University, Abu Dhabi University, and Alain…

Conceptualizing branding as ongoing strategic efforts formulated by transnational English medium instruction EMI)-oriented universities in today's competitive Higher Education (HE) market in order to create uniqueness for their academic programs as branded commodities, this paper (a) examines the forms of branding crafted by universities in the…

The paper reports on the branding and development factors. Countries are in need to brand their activities to attract the coordination and business from other countries. The main focus of this paper is related to competitive branding at individual & country level in order to develop required human capital in next five to seven years. The paper…

This four-country study compares business students concentrating in marketing, accounting and finance (AF), and management with respect to five motives: lifestyle aspirations, reputational effects, relative ease of completion, career outcomes, and developmental skills. We find that, except for the developmental skills motive, the importance of…