Purpose: Innovation enables growth and helps address social challenges. This research aims to identify evidence that can characterize an innovative university based on its university management. Thus, the authors define the following research problem: How to measure innovation in a Higher Education Institution (HEI) that intends to be innovative…

Purpose: Nowadays, universities increasingly consider reputation as a key component for improving quality and rankings. A positive reputation opens doors to added value and diverse opportunities. This paper aims to explore Middle Eastern higher education managers' perceptions of university reputation components. Design/methodology/approach: Given…

Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

Purpose: Grounded in social cognitive theory, this study examines the role of responsible leadership in enhancing the reputation of universities within Bangladeshi higher education. Specifically, it explores the antecedents, outcomes and moderating factors influencing university reputation by connecting it with responsible leadership, teaching…

Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…

Purpose: The aim of this research is to develop a scale that determines the views of teachers on the efforts of educational administrators to build corporate reputation within the scope of modern education paradigms. Design/methodology/approach: The research is based on a scale development method whose validity and reliability analyzes have been…

Purpose: This paper is derived from a thorough and systematic study, contributing to further understanding of the perception of authentic leadership in the context of Cyprus, by involving school principals' both espoused values and values in action coupled with their leadership styles. Design/methodology/approach: Data were drawn from a…

Purpose: In recent years, though a growing body of research has emerged on world-class universities (WCUs), studies in this field remain limited. The purpose of this study is to identify and describe the research gap and provide a future direction for WCU research. This paper highlights the key theoretical approaches, methods, journals, unit…

Purpose: The objective of the research is to evaluate the experiential branding practices of a higher education institution (HEI) in India against student perceptions. Design/methodology/approach: Using a mixed-method approach for data collection, a range of relevant attributes of the experiential brand identity of the HEI was constructed. A…

Purpose: This study investigates the antecedents of student loyalty towards universities. This study offers new insights into postgraduate loyalty in the context of the Malaysian higher education industry. Design/methodology/approach: Partial least squares structural equation modelling is used to analyse data obtained from a survey of 231…

Purpose: The article deals with competition between primary schools in Berlin. The focus is on the perception of competition and the process of student selection -- despite school law restrictions for primary state schools. The aim is to find out whether and in what way primary school leaders perceive a competitive situation and how they act in…

Purpose: Universities worldwide struggle to retain students, so it is important to identify the factors that may improve retention levels. The research investigates key factors that have an impact upon student satisfaction and students' staying and supportive intentions. Of particular interest is the extent to which organizational identification…

Purpose: The growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The…

Purpose: This study examined the factors impeding the implementation of micro-credentials and accepting it as a credible source of earning professional qualifications and certifications necessary for pursuing higher education or other career goals. Design/methodology/approach: The factors were identified by reflecting on the recent literature and…

Purpose: The purpose of this paper is to explore the meaning of the concept "school identity" as reflected in principals' perceptions of their school logo, vision and practice. Design/methodology/approach: In-depth interviews were conducted with 24 principals from Israeli elementary, junior high and high schools. The content analysis of…