Purpose: This study examined the influence of university corporate social responsibility (University CSR) on university corporate brand legitimacy through the lens of university brand trust. Design/methodology/approach: The study utilized a cross-sectional research design with a quantitative approach to gather data from a sample of 398 university…

Universities play an important role in the economic development-knowledge economy. Previous studies proposition that universities significantly contribute to the economic development of the countries. Countries implement policies to efficiently connect higher education and the economy. This study explores the relationships between the university…

In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…

Employability of graduates has taken more prominence in recent years due to the bleak economic situation, the impact of student debt, and an increasingly competitive global labor market. Given the substantial individual and public investment made in higher education, it is particularly important that graduates are employable upon graduation. The…