Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market…

An online survey of 374 US college students was conducted in April, 2015 to examine whether and how subjective norm, direct and indirect experiences related to China, their perceptions of China (China's country reputation), and media coverage of China influence their interests of studying in China. Statistical results show that their subjective…

Growing concern among academics, policymakers and educators to address credit abuse among college students prompts a need for greater understanding of the determinants of these negative behaviors. The present study investigates the impact of individuals' money attitudes on both negative and positive credit behaviors within a single empirical model…