This study investigates the influence of university brand image, satisfaction, and alumni's university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our…

The Net Promoter Score (NPS) has been widely used as a strong indicator of loyalty and growth in organizations. However, despite extensive use in various industries, its application in higher education has been limited. To address this gap, we explore the use of NPS in the identification and investigation of the characteristics as well as…

This study proposes a new giving behavior model for higher education institutions (HEI), featuring alumni connectedness as a primary predictor. This contrasts with previous studies that measured variables that showed an inconsistent influence as predictors of alumni's desire to contribute. Alumni connectedness, built from socio-psychological…

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…

Purpose: This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia's premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at…

Universities, particularly cash-strapped, expect their students to re-enrol for postgraduate studies after the successful completion of their undergraduate studies. For two decades, Zimbabwean universities have been operating in resource-constrained settings. The current research examines the effect of course experience, satisfaction, and loyalty…

Individuals who practice weight training to have an aesthetic body, resort to sports nutritional supplements as products to support their body development. Research has shown that the use of these products has increased dramatically. The aim of this study is to examine the effects of multiple perceived values from sports nutritional supplements on…

The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat's [(2001). Distance still matters. "Harvard Business…

This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase…

Purpose: The purpose of the paper is to report on the perception of students in regard to critical antecedents, dimensions and consequences of service quality with an aim to develop a theoretical model in the context of a university in Australia. Design/methodology/approach: This research used focus group discussions with 19 students who had been…