Amid concerns about creating internationally recognized world-class universities in China, this study aims to explore the factors that influence the selection of two prestigious universities in China, namely Tsinghua and Beida, by high school students. In light of concerns surrounding the establishment of globally renowned universities in China,…

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…

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…

In the process of higher education choice, the prospective students compare and organise universities into a preference order, which indicates status hierarchies among institutions. In this study, the aim is to investigate how (and based on what) recent business graduates construct institutional hierarchies in the national higher education…

Background/purpose: While the existing literature explores the internalization of higher education, a significant gap remains in comprehending the motivations behind international students choosing Portuguese higher education. This study aims to address this gap by examining the motivations of a specific group within Portuguese universities:…

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…

High school and college students are inundated by indicators and rankings supposedly designed to help them decide where to go to college and what to study once they arrive. In "Metrics That Matter," coauthors Zachary Bleemer, Mukul Kumar, Aashish Mehta, Chris Muellerleile, and Christopher Newfield take a critical look at these metrics…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

The purpose of this paper is to show what are the applicants' institution selection criteria in higher education in Hungary and what changes this will imply in higher education management and communication. These questions were investigated based on a review of the most relevant literature and the analysis of 1396 Hungarian higher education…

In Germany enrolment in majors is of considerable interest to academic departments, because their budget depends on the number of enrolled students. Besides observed factors, we presume that unobserved latent variables influence the major-choice decision of students. Using stated preferences data from a discrete choice experiment among students…

This study attempts to contribute to marketing services in higher education literature through the relationship between international students' satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international…

Student mobility has become a global phenomenon with an upward trend in the past two decades, and Asian countries are becoming important receiving countries. Such phenomenon has been increasingly investigated producing a growing body of literature on Asia-bound international student mobility. However, while some countries stand in the spotlight of…

Chinese international students compose the largest group of full-tuition-paying students globally and are important to hosting destinations both culturally and financially. However, the obstructed international mobility caused by COVID-19 has changed their international applications. As the world gradually resumes its previous mobility level, it…

Purpose: The purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences,…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…