This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed…

The scientific problem of the paper is related to the need to improve corporate marketing communication by using innovative technologies to improve consumer experience in the purchase decision process and to reduce purchase risks. The use of augmented reality is one of the innovative marketing communication technologies. So far, the impact of the…

We conducted two experiments to determine how the combination of task relevance, loss framing, and psychological distance affects changes in construal level, emotion intensity, and purchase intent. Experiment 1 investigated how construal level fit between the loss and proximal frames affected emotion intensity and purchase intention for skin…

Purpose: Drawing from the instrumental and symbolic framework for employer branding, this study aims to explore the perception of the current and potential employees for the Indian armed forces' employer brand. Design/methodology/approach: The study is conducted as a mixed-method approach in the form of qualitative and quantitative phases. In the…

"In today's engaging, digitally empowered school setting, stakeholders question whether schools know best about educating their students" (Rose, 2012). Sheninger and Rubin (2017) stated, "We have to do a better job of communicating what we do" (p. 17). Social media has given rise to new tools to help connect with families to…

Research on branding is an established sub-discipline in the higher education literature. However, studies in this field have somehow produced contradictory results: some studies point at isomorphism, others find differentiation. Our study wants to offer a possible explanation for this paradox, by proposing a more nuanced view on brand…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

This paper offers a critical examination of ethical consumption, exploring how it reinforces social identities within the capitalist framework. It argues for the crucial role of educational institutions in addressing ethical consumption within their curricula. While ethical consumption is often promoted for its moral virtues and its potential to…

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that…

Purpose: The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the…

The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and…

This study examined the impact of university services on customers' (students') Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…