Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

The COVID-19 global pandemic was an unanticipated educational crisis (Reyes-Guerra et al., 2021) that forced international schools to close and leaders to contend with extreme volatility, uncertainty, complexity, and ambiguity (VUCA) (Kaiser, 2020; Singhal, 2021). COVID-19 created opportunities to "re-focus, re-energize, and try new…

Global higher education, including that of Asia, has been facing many challenges, notably declining government funding and simultaneously increased influences of neoliberalism on its outlook, aspirations, policies and practices. This reality has put the role and purpose of higher education (HE) under testament, particularly in unprecedented…

Decline in financial support, mental health, diversity and inclusion, and affordability--the top four challenges--have been issues that institutions have addressed with mixed success for years. COVID-19 has, unfortunately, turned issues into crises--significant risks that will potentially impact the reputation and viability not just of individual…

There is not an organization in the world immune to crisis (Coombs, 2015). From for-profit corporations to the non-profit sector of higher education, research on various crises, and the communication surrounding them, has attracted the attention of scholars and practitioners over the years. This study contributes to literature surrounding…