Several non-traditional higher education destination countries have increased their efforts to attract international students. In this research, we examine the perceptions of international students enrolled in Indian universities and explore the aspects to observe for India to become a favoured study-abroad destination. Adopting a sequential…

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…

The higher education sector faces challenges in attracting students due to increasing competition, disruptive forces of online education, social media and employment orientation of education. A differentiating factor can be created by focusing on student-teacher relationships by creating positive learning experiences inside the classroom. The…

HEIs globally face growing competition that demands new marketing strategies and practices to leverage the power of social media platforms to increase brand engagement of HEIs. Largely ignored in past studies, this study established the much-needed link between brand equity drivers, namely brand experience, brand interactivity, and brand…

The Latino and Adult Student Success (LASS) Academy is a multi-year initiative administered by CAEL (the Council for Adult and Experiential Learning) focused on supporting Hispanic-Serving Institutions (HSIs) in their efforts to improve outcomes for adult and Latino adult learners. In its first phase, from 2018 through 2021, the LASS Academy…

This paper reports on an investigation of a Higher Education institution's webpages for prospective students. The study is used to illuminate how different conceptions of internationalisation are, or are not, represented to home and international students in university marketing. Multimodal Critical Discourse Analysis (CDA) is used to investigate…

The topic of international branch campuses saturates the literature; however, little attention has been paid to the university strategic planning process for institutions setting up programs abroad. Many US universities have considered opening a branch campus in order to meet the demand of globalization and break into new student markets.…

The current theories relating to international student transition have largely tended to concentrate on "what is" to be adapted. This research contributes to the pedagogic literature examining "how" the transition is made by international postgraduate students. Using data from 20 qualitative in-depth interviews in conjunction…

This study aimed to find how the brand image and satisfaction of universities influence university students' word-of-mouth behavior, including the sharing of satisfying experiences and recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336…

The number of American students studying abroad increases every year. That might suggest that recruiting students to participate in such an educational opportunity would present little difficulty. On the contrary, as domestic student participation in such programs has risen, so has the number of competing programs. Thus, the viability of any study…

The dynamic changes in higher education observed over the last 20 years have transformed the educational market. The potential value of promoting student satisfaction and loyalty in higher education has become a significant issue. This study investigates the directions and strengths of the relationships among marketing strategies, student…

As Higher Education Institutions (HEI) become more marketised and increasingly promotionalised, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process Model which depicts the key components that impact the organization brand renaming process,…

We study the dynamics in an educational partnership between a university and a developing region. We examine how the university achieves its goals to improve and advertise its offerings while recruiting a cohort of students from the developing region and maintaining a sustainable relationship with the region and its students. We show that mutually…

This article investigates the intersection of student recruitment and relationship marketing in the public high education sector. They key objectives of this analysis are to understand if a strategic fit exists and whether South African institutions are indeed embracing the principles of relationship marketing in order to optimise their student…

Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical…