The customer-based brand equity (CBBE) framework was developed for commercial buying purposes but has been applied in this study to institutional marketing, i.e. to MBA programs in Dutch business schools. Although academic institutions spend significant amounts of their budgets on Marketing, branding research for this field is still limited. To…

It is critical to investigate the major factors that influence the perceived value and satisfaction of international students in Malaysia, as the country has seen a decrease in international students since 2017 and strives to become an international education hub. This research aims to: (1) ascertain the level of satisfaction experienced by…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

The private higher education sector in developing countries is challenged with high turnover, which has resulted in lowered sustainable competitive advantage. The resource-based theory considers strategic resources as a vital source to achieve a competitive advantage among its competitors. We argue that staff retention is a key factor to address…

Research publication has increasingly turned into academics' top priority around the world. Since researchers' professional survival/growth in the current competitive academic atmosphere hinges upon their research profile, there is a need for investigating how researchers' possible selves may guide their research productivity. Therefore, in this…

Massive open online courses (MOOCs) have developed rapidly and become tremendously popular because of their plentiful gamification designs, such as reputation points, rewards, and goal setting. Although previous studies have mentioned a broad range of gamification designs that might influence MOOC learner engagement, most gamified MOOCs fail to…