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‘Latest articles’ are articles accepted for publication in this journal but not yet published in a volume/issue. Articles are removed from the ‘Latest articles’ list when they are published in a volume/issue. Latest articles are citable using the author(s), year of online publication, article title, journal and article DOI.

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Research Article

Article
Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review
Daniel Chin, Luke Van Der Laan & Jiraporn Surachartkumtonkun
Published online: 28 Nov 2022
  • 336 Views
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Research Article

Article
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands
Jelle Mampaey & Wim Lambrechts
Published online: 22 Nov 2022
  • 1138 Views
  • 1 CrossRef citations
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Open Access

Research Article

Article
Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation
Shui Lien Chen & Chiu Zyun Hiew
Published online: 22 Nov 2022
  • 275 Views
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Research Article

Article
Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice
Gerardo L. Blanco, Matthew Rombalski & Jhon Maldonado Mosquera
Published online: 13 Nov 2022
  • 343 Views
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Research Article

Article
Strategies, benefits and barriers– a systematic literature review of student co-creation in higher education
Negin Zarandi, A. Soares & Helena Alves
Published online: 06 Nov 2022
  • 2779 Views
  • 2 CrossRef citations
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Open Access

Research Article

Article
University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.
Khawaja Fawad Latif, Rabail Tariq, Dilnaz Muneeb, Umar Farooq Sahibzada & Shakil Ahmad
Published online: 06 Nov 2022
  • 1932 Views
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Research Article

Article
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents
Anh Mai To, Michael Mindzak, Narongsak Thongpapanl & Justin Mindzak
Published online: 02 Nov 2022
  • 550 Views
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Research Article

Article
Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction
Stephen Wilkins, Joe Hazzam & John J. Ireland
Published online: 02 Nov 2022
  • 689 Views
  • 1 CrossRef citations
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Research Article

Article
University brand personality: a student-focused anthropomorphic storytelling perspective
Ilse Struweg & Marius Wait
Published online: 27 Oct 2022
  • 595 Views
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Research Article

Article
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations
Maria de Fátima Cruz, Helena Alves & Ricardo Gouveia Rodrigues
Published online: 24 Oct 2022
  • 621 Views
  • 1 CrossRef citations
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Research Article

Article
Changing trends of rates of return: a study from the higher education market in China
Fengliang Li, Fan Wu & Yaqin Meng
Published online: 25 Sep 2022
  • 281 Views
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Research Article

Article
Factors affecting the success of marketing in higher education: a relationship marketing perspective
Surej P. John & Rouxelle De Villiers
Published online: 12 Sep 2022
  • 916 Views
  • 1 CrossRef citations
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Research Article

Article
University branding: student experience, value perception, and consumption journey
Shu-Ching Chen
Published online: 05 Sep 2022
  • 686 Views
  • 1 CrossRef citations
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Research Article

Article
Managing perceptions of credibility and social attraction: expectations of university presidents on Twitter
America L. Edwards & Leah M. Omilion-Hodges
Published online: 24 Aug 2022
  • 235 Views
  • 0 CrossRef citations
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Research Article

Article
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative
Agu Godswill Agu
Published online: 11 Aug 2022
  • 331 Views
  • 0 CrossRef citations
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Review

What factors drive the purchase of paid online courses? A systematic literature review
Lan Ma, Saeed Pahlevan Sharif & Kok Wei Khong
Published online: 02 Aug 2022
  • 792 Views
  • 1 CrossRef citations
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Research Article

Article
Student Relational Bonding – the key to focusing on needs of the individual – a UK study
Paul Gibbs, Aftab Dean & John Graeme McLean
Published online: 18 Jul 2022
  • 852 Views
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Open Access

Research Article

Article
Conceptualisations of market orientation in the higher education literature
Tomás Dwyer
Published online: 05 Jul 2022
  • 362 Views
  • 2 CrossRef citations
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Research Article

Article
Developing and testing a customer value co-creation model of higher education institutions
Mei Teh Goi, Vigneswari Kalidas & Norzita Yunus
Published online: 19 Jun 2022
  • 614 Views
  • 1 CrossRef citations
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Research Article

Article
Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment
Vik Naidoo, Rajat Roy, Fazlul K. Rabbanee & Terry Wu
Published online: 13 Jun 2022
  • 434 Views
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Research Article

Article
Princeton as Prada: college choice in the United States as luxury consumption for the extended self
David S. Ackerman, Emi Moriuchi & Barbara L. Gross
Published online: 13 Jun 2022
  • 433 Views
  • 2 CrossRef citations
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Review

An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions
Janire Gordon-Isasi, Lorea Narvaiza & Juan José Gibaja
Published online: 13 Jun 2022
  • 508 Views
  • 1 CrossRef citations
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Research Article

Article
An interactive decision-making model of international postgraduate student course choice
Carolyn McNicholas & Rita Marcella
Published online: 13 Jun 2022
  • 2638 Views
  • 2 CrossRef citations
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Open Access

Research Article

Article
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis
Oluwatobi A. Ogunmokun, Seldjan Timur & Juliet E. Ikhide
Published online: 25 Apr 2022
  • 499 Views
  • 1 CrossRef citations
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Research Article

Article
Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students
Purificación Alcaide-Pulido, Belén Gutiérrez-Villar, Mariano Carbonero-Ruz & Helena Alves
Published online: 18 Apr 2022
  • 304 Views
  • 2 CrossRef citations
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Research Article

Article
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands
Önder Kethüda
Published online: 12 Apr 2022
  • 630 Views
  • 3 CrossRef citations
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Research Article

Article
University graduates’ segmentation: determinant factors
Teodoro Luque-Martínez, Luis Doña-Toledo & Nina Faraoni
Published online: 05 Apr 2022
  • 205 Views
  • 2 CrossRef citations
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Research Article

Article
The journey towards finding your favourite university. A segmentation study based on selection criteria
Marta Retamosa, Angel Millán & Juan A. García
Published online: 04 Apr 2022
  • 436 Views
  • 1 CrossRef citations
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Research Article

Article
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction
Margaret L. Sheng & Abu Amar Fauzi
Published online: 04 Apr 2022
  • 374 Views
  • 3 CrossRef citations
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Research Article

Article
User-generated and brand-generated content as indicators of university brand personality and business strategy
Hande Karadağ, Petek Tosun & Büşra Ayan
Published online: 04 Apr 2022
  • 1131 Views
  • 1 CrossRef citations
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Research Article

Article
Role of internal marketing in Australian higher education sector: age, gender and job level as moderators
Sidrah Asif, Johra Kayeser Fatima & Raechel Johns
Published online: 23 Mar 2022
  • 333 Views
  • 0 CrossRef citations
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Research Article

Article
What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools
Nadine Walter, Omid Asgari & Thomas Cleff
Published online: 17 Mar 2022
  • 770 Views
  • 1 CrossRef citations
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Research Article

Article
Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic
F. Robert Buchanan, Saju Jose & Nilesh Khare
Published online: 16 Mar 2022
  • 217 Views
  • 0 CrossRef citations
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Research Article

Article
A multi-stakeholder perspective of relationship marketing in higher education institutions
Varsha Jain, Emmanuel Mogaji, Himani Sharma & Anantha S. Babbili
Published online: 16 Mar 2022
  • 5136 Views
  • 7 CrossRef citations
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Open Access

Research Article

Article
Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020
Krzysztof Rybiński & Andrzej Wodecki
Published online: 13 Mar 2022
  • 538 Views
  • 1 CrossRef citations
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Research Article

Article
Choosing a Higher Education destination: Marketing of where, why and how?
Ayşe Collins, Hasan Şimşek & Aygil Takır
Published online: 13 Mar 2022
  • 670 Views
  • 2 CrossRef citations
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Research Article

Article
China’s higher education branding: Study in China as an emerging national brand
Min Hong & Ian Hardy
Published online: 27 Feb 2022
  • 679 Views
  • 4 CrossRef citations
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Research Article

Article
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon
Samer Elhajjar & Laurent Yacoub
Published online: 24 Feb 2022
  • 587 Views
  • 6 CrossRef citations
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Research Article

Article
Like father like son: the role of similar-education parents in their children’s university choice
Ahmed Eldegwy, Tamer H. Elsharnouby & Wael Kortam
Published online: 06 Feb 2022
  • 2524 Views
  • 5 CrossRef citations
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Open Access

Research Article

Article
An application of the net promoter score in higher education
Ali Kara, Alma Mintu-Wimsatt & John E. Spillan
Published online: 07 Jan 2022
  • 989 Views
  • 2 CrossRef citations
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Research Article

Article
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities
Kuldeep Singh Banwait & Charles Hancock
Published online: 02 Dec 2021
  • 1734 Views
  • 1 CrossRef citations
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Open Access

Research Article

Article
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness
Long Hoang Le, Son Cong Bui, Giang Huong Duong & Yung-Chi Chang
Published online: 02 Dec 2021
  • 666 Views
  • 2 CrossRef citations
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