Increasingly, higher education institutions (HEIs) are using different signals in attracting students to enroll with them. This study explores the signals sent by HEIs and determines through factor analysis that placements, brand name, and infrastructure act as the attractive signals that influence students' choice of HEI in India. The authors…

Background/purpose: Vietnam's higher education (HE) market has become increasingly competitive, with institutional branding playing a crucial role in attracting prospective students. This paper examines how Customer-Based Brand Equity (CBBE) affects the choice of Higher Education Institutions (HEIs) through Integrated Marketing Communication…

Identity and branding in higher education institutions is one of the many attributes of a university that potential students look for when searching for a place to study. This phenomenological qualitative study used interviews of eleven current and past students at the University of the Great Lakes (UGL) to discover what attributes of the…

Purpose: The current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes…

The International Baccalaureate Diploma Programme (IBDP) celebrates its 60th Anniversary in 2022 as an international mobility "passport", offering potential entry to universities around the world. Globally, 3,600 schools in July 2022 offer the IBDP. Within these, there is a sub-grouping of well-established private "elite traditional…

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,…

This article examines the relevance of different institutional levels in higher education for the educational strategies of upper milieu students in a case study conducted in Germany. Based on our analysis of 95 qualitative interviews with Masters students from different social backgrounds, we show how upper milieu students take advantage of the…

Higher education institutions (HEIs) engage more and more in branding activities to sustain an advantage in an increasingly high competitive environment. In such a pressing managerial context, research on brand management in the specific context of higher education expanded over the past few years. While research indicates that brand authenticity…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

State and federal governments invest millions of dollars in providing accurate and relevant information on expected outcomes to students pursuing higher education, but whether such information targets what students value about college is unclear. We use new survey data to identify the extent to which conventional indicators for college quality and…

Purpose: The converging global trends for countries and educational institutions is to push the boundaries of science and develop new technologies through the application of internationalization strategies. However, the extent to which higher education institutions (HEIs) participate and apply internationalization strategies in higher education…

Understanding students' college enrollment decisions is critical because the admission outcome can affect the school's quality and its reputation. In this paper, we study how students consider their relative academic ability compared to their potential peers. Drawing from social comparison theory, we posit that there are asymmetric effects due to…

This paper empirically explores the underlying factors influencing students' choice of private education providers in a developing country. Hence, this research aims to contribute to the existing literature by enhancing the understanding of university choice among students, satisfaction, and loyalty, particularly within the context of African…

This study evaluates the influence of ranking reports on university brands' credibility and perceived differentiation. Signaling theory is applied to link ranking with credibility and perceived differentiation. An experimental approach was used to collect data and to test the hypothesis. Data was collected from 328 participants in the UK regarding…

This study explores how Chinese international students at a state university navigate the U.S. college choice process. Through semi-structured interviews with 10 Chinese international college students at a large public research university located in the northeastern U.S., this study explains how these economically privileged students regard…