Journal of Marketing for Higher Education, Volume 31, Issue 1 (2021)

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Journal of Marketing for Higher Education, Volume 31, Issue 1 (2021)

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Articles

Article
Charitable giving to college athletics: the role of brand communities in choosing how much to give
Deborah Kelly & Adriana Vamosiu
Pages: 1-22
Published online: 25 Feb 2020
AbstractforCharitable giving to college athletics: the role of brand communities in choosing how much to give | Full Text | References | PDF (1.5 MB) | EPUB
  • 566 Views
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Article
Empirically examining the psychological mechanism of a loved and trusted business school brand
Sumanjit Dass, Sapna Popli, Abhigyan Sarkar, Juhi Gahlot Sarkar & Muddu Vinay
Pages: 23-40
Published online: 06 Apr 2020
AbstractforEmpirically examining the psychological mechanism of a loved and trusted business school brand | Full Text | References | PDF (1.2 MB) | EPUB
  • 598 Views
  • 7 CrossRef citations
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Article
Closing the loop: co-designing with students for greater market orientation
Mollie Dollinger & Jessica Vanderlelie
Pages: 41-57
Published online: 30 May 2020
AbstractforClosing the loop: co-designing with students for greater market orientation | Full Text | References | PDF (1.6 MB) | EPUB
  • 1147 Views
  • 16 CrossRef citations
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Article
Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE)
Janire Gordon-Isasi, Lorea Narvaiza & Juan José Gibaja
Pages: 58-90
Published online: 24 May 2020
AbstractforRevisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE) | Full Text | References | PDF (2.6 MB) | EPUB
  • 3110 Views
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Article
From boots to books: consumer attitudes toward veterans support by higher education institutions
C. B. Ward, R. V. Srivastava, D. Roy, L. M. Matthews, D. R. Edmondson & T. Graeff
Pages: 91-106
Published online: 12 May 2020
AbstractforFrom boots to books: consumer attitudes toward veterans support by higher education institutions | Full Text | References | PDF (1.3 MB) | EPUB
  • 309 Views
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Article
Role of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs)
Kashif Farhat, Sany Sanuri Mohd. Mokhtar & Salniza Bt. Md. Salleh
Pages: 107-135
Published online: 12 May 2020
AbstractforRole of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs) | Full Text | References | PDF (2.5 MB) | EPUB
  • 1657 Views
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Article
Branding the university: building up meaning through ideological oppositions
Benoit Cordelier, Consuelo Vasquez & Sergi Viviane
Pages: 136-154
Published online: 24 May 2020
AbstractforBranding the university: building up meaning through ideological oppositions | Full Text | References | PDF (1.4 MB) | EPUB
  • 563 Views
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