This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed…

As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location,…

While student class involvement (i.e. engagement in classes) has been studied thoroughly, student educational involvement (i.e. willingness to take education) is rarely studied. Such research is essential due to decreased student enrolment in education. A survey of 425 participants was conducted to explore the influence of self-congruence and…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to…

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…

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram…

The current study examines the conceptual foundations and drivers of relationship marketing ideologies and their marketing applications in the tertiary education sector. Towards these objectives, a series of semi-structured interviews have been conducted among students of leading tertiary education institutions in New Zealand. Results of the study…

The proliferation and increasing significance of AI-enabled voice assistants (AIVAs) for consumer purchase decisions imply the need for a better understanding of their acceptance in the higher education (HE) enrollment context. Using the Grounded Theory (GT) research method and a consumer value perspective, we examine the enrolment decision-making…

This study examined the impact of university services on customers' (students') Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568…

Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to 'need' more things. To buy what they now need, they need money. To earn money, they work longer hours. Being…

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…

In this paper we apply consumer goal theories to an educational context by examining how completion of a MOOC (Massive Open Online Course) may motivate enrolment in a university course. We contend that individuals who finish a MOOC are more likely to establish a new goal intention for university than those who do not finish. This new goal…