Purpose: This paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia's premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at…

The prime objective of this paper is to identify the factors that influence service quality of education mediating by institutional image in tertiary education perspective. To reach this aim, the Nordic model was applied as a theoretical base of the study. Program quality as a technical quality as well as industrial link and student satisfaction…

Stratification, in the form of silent exclusion that is experienced by some groups of students because of the perceived low reputation of the university attended, and which the students have no control over, has been observed as a social menace that works against the concept of equity in education. To address this problem, a need exists for…

The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student-university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student--university brand relationship formation that comprises of utility (UV), hedonic (HV) and…

With increasing student migration for Higher Education to Karnataka, it is important to understand the reasons which influence the migrants. Studies have indicated various push and pull factors for migration. This paper identifies career opportunities, value for education, brand equity, living conditions and others as pull factors of student…

The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…

Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make…

Although many studies have found that children with learning disabilities (LD) are less liked by peers than children without LD, the results are not unequivocal. In the present study, we investigated the social status (in terms of likeability and popularity) of children with LD by considering peer academic reputation and peer reputation of teacher…

This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase…

An online survey of 374 US college students was conducted in April, 2015 to examine whether and how subjective norm, direct and indirect experiences related to China, their perceptions of China (China's country reputation), and media coverage of China influence their interests of studying in China. Statistical results show that their subjective…

The purpose of this study is to examine the impact of perceived brand orientation, intercultural friendship, and university reputation on international students' course satisfaction and continuance behavioral intention towards the higher education in Malaysia. A total of 348 questionnaires, administered on international students, were collected to…

This study aims to investigate the direction and strength of the relationships among service recovery, relationship quality, and brand image in higher education industries. This research provides a framework for school managers to understand service recovery from an operations perspective. Structural equation models were used to test the proposed…

The majority of today's students in online higher education are millennials and have grown up using technology. Therefore, there is a need to determine if their expectations from online learning are different from previous contextual studies and whether or not these vary across gender. This study used a mixed method approach, using focus groups,…

This study explores what constitutes students' satisfaction with university experience and examines the influence of overall satisfaction with the university experience on students' co-creation behavior-- namely, participation behavior and citizenship behavior. Drawing upon a sample of 379 students and using structural equation modeling, the…

Purpose: The purpose of this paper is to assess the extent to which the critical relational variables of university reputation, student trust and student-university identification influence student behaviour towards transnational education partnerships. Design/methodology/approach: Students undertaking British degrees at two transnational…