Institutions of higher learning today rely on tuition dollars to function. During a time when the pool of high school graduates is shrinking, colleges and universities must look to alternative target markets to meet enrollment goals, including those transferring from community college. Community college transfers have unique attributes that…

Background/Context: Many states, school districts, and third-party platforms report measures of school performance. Such school ratings are widely consulted by parents and educators alike. The ratings appear to affect families' choices of where to live and where to enroll students (Bergman and Hill, 2018; Hasan and Kumar, 2019), as well as…

Based on a representative sample of students from four public universities in a Midwestern state, this study finds that universities' campus diversity has positive influences on their students' diversity awareness and social trust and no negative effects on those universities' internal brand identification. Diversity awareness and ethnic identity…