This paper explores the way in which elite students from Germany and Romania understand the role of talent, effort, and structural factors in shaping educational success and failure. The image of a successful student aligns with the requirements of the selection processes, with Romanian students emphasising effort, and German students projecting…

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…

The problem that was addressed through this study is that online undergraduate adult students, 25 years of age or older, do not persist to graduation at Caring University, a pseudonym for an online university. The purpose of this qualitative study was to investigate the perceptions of online adult undergraduate alumni about what motivated them to…

This paper empirically explores the underlying factors influencing students' choice of private education providers in a developing country. Hence, this research aims to contribute to the existing literature by enhancing the understanding of university choice among students, satisfaction, and loyalty, particularly within the context of African…

Following major strategic policy reforms and transformations in the higher education sector, branding as a strategic resource has become an integral part of the strategic decisions of higher education institutions (HEIs). However, despite a plethora of studies about HEI branding, very little is known about university brand evangelists as an…

Despite college rankings' popular yet controversial nature, there is little known about the relationship between college rankings and students. Prior literature suggests that students who make use of rankings are more privileged, yet there lacks a comprehensive analysis surrounding the types of students who place importance on rankings in more…

Currently, the higher education sector can be considered a marketplace, within which university education is considered a marketable service in the literature on higher education management. The analysis of the variables that generate university image has been the subject of numerous studies on higher education institutions (HEIs). The purpose of…

Black African students are increasingly choosing the United States as their preferred destination, and many choose to study at predominantly White institutions (PWIs). The purpose of this qualitative study was to investigate reasons that may influence their identification and commitment to those PWIs. We interviewed 20 sub-Saharan Africans at two…

Academic motivation enables students to face challenges in their studies and is important for student performance. Academic self-concept refers to students' perceptions of their competencies and ability to learn. The goal of the study was to evaluate academic motivation and self-concept of undergraduate optometry students. We used a mixed methods…

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

University brand marketing leaders are reimagining their brand response to the global crisis, as COVID-19 pandemic continues to raise fears, especially due to the recent spike of the 'delta variant' outbreaks. Addressing this serious and immediate concern, the present study made the initial attempt to investigate the effects of forced-shift to…

Curricular analytics (CA) is a quantitative method that analyzes the sequence of courses (curriculum) that students in an undergraduate academic program must complete to fulfill the requirements of the program. The main hypothesis of CA is that the less complex a curriculum is, the more likely it is that students complete the program. This study…

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…

The dominant image of mathematics as an abstract, universal, disinterested, and pure body of knowledge both misrepresents disciplinary practice and alienates many students. Undergraduate proof-based courses such as real analysis, which are supposed to introduce students to contemporary academic mathematics, often contribute to such idealized…

Research on the role brand image plays in higher education (HE) suggests that it is crucial to understand students' perceptions of their university. This study builds on existing empirical work by Alcaide-Pulido, Alves, and Gutierrez-Villar (2017) exploring themes of national and international recognition, economic value, university campus…