The purpose of this study is to explore the strategies used by universities to promote their positive images. A university in China known for its success in promoting its image is cited as a typical example of the strategies it employs. The researchers were given permission to review related files of the university offices and relevant university…

Increasingly, higher education institutions (HEIs) are using different signals in attracting students to enroll with them. This study explores the signals sent by HEIs and determines through factor analysis that placements, brand name, and infrastructure act as the attractive signals that influence students' choice of HEI in India. The authors…

University rankings have gained prominence in tandem with the global race towards excellence and as part of the growing expectation of rational, scientific evaluation of performance across a range of institutional sectors and human activity. While their omnipresence is acknowledged, empirically we know less about whether and how rankings matter in…

Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

We assessed the level of internationalization of Russian universities by different criteria, determined the influence of the indicators of internationalization on the attractiveness of universities and their competitiveness, identified the problem aspects of the considered process, and substantiated recommendations for their resolution. The study…

With increased competition for talented students and academic staff, many universities have recognised the importance of brand building to better position in the field. This study selected a recently founded public university in China as the case to explore in what way a young university's brand is constructed and to what extent such a brand is…

This study discusses the relationships between resource dependence, and reputation management (RM) through interviews with university managers regarding the use of social media by Chinese and UK Higher Education Institutions (HEIs). This research enriches existing literature by providing a new and comprehensive understanding of the factors…

Attracting prospective students could be difficult and expensive. Candidates, when choosing a future school for their studies, consider a great number of factors. Information from official university websites does not suffice to persuade. Word of mouth plays a significant role, among others. The aim of this paper is to present findings about…

Student recruitment is essential for higher education institutions. There are various strategies to consider when organising student admissions and meeting recruitment objectives. Coopetition, which can be defined as cooperating with competitors, is one of them. Our qualitative study examines the elements at stake for French business schools that…

Purpose: Drawing from the literature on internationalization, higher education marketing and place branding, this paper aims to link the internationalization of higher education to country branding. It explores the impact of internationalization within the higher education system on Egypt's destination brand equity. This investigation offers…

The aim of this paper is to explore the role of open-door events as key institutional devices to position schools in local education markets. The paper draws on data from a qualitative study based on observations in 25 open-door events in secondary schools in the city of Barcelona. The findings show, on the one hand, how promotional actions are…

This paper empirically explores the underlying factors influencing students' choice of private education providers in a developing country. Hence, this research aims to contribute to the existing literature by enhancing the understanding of university choice among students, satisfaction, and loyalty, particularly within the context of African…

Purpose: Prospective students and other stakeholders in the education system use global and national rankings as a measure of the quality of education offered by different higher educational institutions. The ranking of an Institution is seen as a measure of reputation and has a significant role in attracting students. But are students happy in…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…