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Journal of Marketing for Higher Education Volume 31, 2021 - Issue 2
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Articles

Understanding the importance of eWOM on Higher Education Institutions’ brand equity

Liliana CarvalhoFaculty of Economics, University of Porto, Porto, Portugal
,
Amélia BrandãoFaculty of Economics, University of Porto, Porto, PortugalORCID Iconhttps://orcid.org/0000-0003-2751-7272
ORCID Icon &
Luísa Helena PintoFaculty of Economics, University of Porto, Porto, PortugalCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-8323-9313
ORCID Icon
Pages 261-279 | Received 31 Jan 2020, Accepted 22 Jun 2020, Published online: 15 Jul 2020

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Charitha Harshani Perera, Rajkishore Nayak & Long Thang Van Nguyen. (2023) The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. Journal of Marketing Communications 29:8, pages 770-795.
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Haneyah Ata Rabah, Ala’ Omar Dandis, Mohammad Al Haj Eid, Len Tiu Wright, Ayman Mansour & Ibrahim Lewis Mukattash. (2023) Factors influencing electronic word of mouth behavior in higher education institutions. Journal of Marketing Communications 0:0, pages 1-25.
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Florent Girardin, Inès Blal & Renaud Lunardo. (2023) The role of brand authenticity for higher education institutions. Journal of Marketing for Higher Education 0:0, pages 1-21.
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Daniel Chin, Luke Van Der Laan & Jiraporn Surachartkumtonkun. (2022) Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review. Journal of Marketing for Higher Education 0:0, pages 1-19.
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Shu-Ching Chen. (2022) University branding: student experience, value perception, and consumption journey. Journal of Marketing for Higher Education 0:0, pages 1-20.
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Lan Ma, Saeed Pahlevan Sharif & Kok Wei Khong. (2022) What factors drive the purchase of paid online courses? A systematic literature review. Journal of Marketing for Higher Education 0:0, pages 1-24.
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Rupanwita Dash, Kumar Rakesh Ranjan & Alexander Rossmann. (2022) Dropout management in online learning systems. Behaviour & Information Technology 41:9, pages 1973-1987.
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Mohsin Abdur Rehman, Erisher Woyo, Joy Eghonghon Akahome & Muhammad Danial Sohail. (2022) The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions. Journal of Marketing for Higher Education 32:2, pages 259-277.
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Bruno Morgado Ferreira, José Luis Abrantes, Ana Seabra & Isabel Mateos Rubio. (2022) Digital technology and eWOM in the context of higher education: a study from Portugal and Spain. Journal of Marketing for Higher Education 32:2, pages 159-178.
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Ying Qi Wu & Cecilia Yin Mei Cheong. (2021) Corporate branding of academic institutions: semiotic communication of logos and names. Journal of Marketing for Higher Education 0:0, pages 1-23.
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Syed Aziz Anwar, M. Sadiq Sohail, Ahmed Ankit & Meera Al-Marri. (2021) Determinants of learner-centric brand equity for online universities in Gulf countries. Journal of Marketing for Higher Education 0:0, pages 1-20.
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Kevser Tasel-Jurkovic & İpek Altinbasak-Farina. (2021) Higher education institution choice intention model: mediation effect of attitude. Journal of Marketing for Higher Education 0:0, pages 1-20.
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Articles from other publishers (4)

Peter Sin Howe Tan, Yuen Onn Choong & I-Chi Chen. (2021) The effect of service quality on behavioural intention: the mediating role of student satisfaction and switching barriers in private universities. Journal of Applied Research in Higher Education 14:4, pages 1394-1413.
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Athapol Ruangkanjanases, Ornlatcha Sivarak, Ardy Wibowo & Shih-Chih Chen. (2022) Creating behavioral engagement among higher education’s prospective students through social media marketing activities: The role of brand equity as mediator. Frontiers in Psychology 13.
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Kleopatra Konstantoulaki, Ioannis Rizomyliotis, Yifei Cao & Ioannis Christodoulou. (2021) Social media engagement and the determinants of behavioural intentions of university online programme selection: the moderating role of mindfulness. Corporate Communications: An International Journal 27:3, pages 457-469.
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Tai-Ming Wut, Jing (Bill) Xu & Stephanie Wing Lee. (2022) Does University Ranking Matter? Choosing a University in the Digital Era. Education Sciences 12:4, pages 229.
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