Higher education (HE) institutions need to adapt to the global environment but the complex
nature of HE highlights the role of marketing and the internal market in realizing the brand …

The purpose of the undertaken study is to examine the influence of smartphones on the
performance of university students in Pakistan. This paper also investigates the functions of …

Even though numerous studies provide information on marketing education to international
students, research that reviews the accrued knowledge holistically remains elusive …

Purpose This study attempts to ascertain the essential dimensions and components of
university brand image, including the cognitive attributes (service/educational quality) and …

This paper explores the decision-making process of international non-EU postgraduates
when choosing a qualification from a UK business school and proposes a new model which …

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity
among Higher Education Institutions. Previous research has uncovered the impact of …

Purpose This study investigates the antecedents of student loyalty towards universities. This
study offers new insights into postgraduate loyalty in the context of the Malaysian higher …

This research explores, identifies, defines and refines the conventional tertiary-education
student decision-making process, and its contextual and personal innovative multi-layered …

We reveal the current level of flexible admission systems (FAS) at UK universities, and
explore its impact on student enrollment rates. We employ quantitative analysis techniques …

The advancement of internet technologies and the emergence of social media platforms
have made the influence of electronic word of mouth (eWOM) more pronounced than ever …