Higher education in Taiwan faces various challenges, such as the low-birth rate, blurred positioning, and lack of marketing concepts. In order to sustain, more effect strategies and actions resource should be implemented to enhance service of the colleges and universities. Therefore, image asset management becomes a critical start. This study aims…

Despite of increasing pressure related to enrollment in Technical Education, some Institutes of Technical Education, successfully have taken on a corporate mentality to attract and retain high-quality students through their e-Promotion. Successful branding and marketing strategies have become most important for the Institutes of Technical…

Increasing competition within the Lithuanian educational market has paved the way for an analysis of the complex choice processes enrollees undergo in selecting a higher education institution. This research examines the concept of consumer value and its interpretation in the Lithuanian higher education setting. Based on data collected from 445…

This descriptive study utilized a validated questionnaire that gathered data from freshmen of two different school years. Demographic profile, marketers (i.e., source of information of students about the school), influencers (i.e., significant others that persuaded them to enroll in the school), level of school choice, and level of consideration…

This study aims to investigate the direction and strength of the relationships among service recovery, relationship quality, and brand image in higher education industries. This research provides a framework for school managers to understand service recovery from an operations perspective. Structural equation models were used to test the proposed…

Nonregular higher education in Nigeria became an integral part of the university manpower development since 1960, when the Ashby Commission recommended establishing evening degree programs. These ubiquitous programs have contributed to national capacity-building and remain relatively unmonitored by the National Universities Commission. This…

The relevance of studying the stated problem is due to the fact that for increasing the efficiency of higher education marketing it is necessary to take into account several factors, namely, factors that impact the choice of a university and an academic program by enrollees, as well as socio-psychological characteristics of the latter, while…

This research endeavors to understand whether certain professors have customer-based brand equity (CBBE) in the minds of students. Consequently, the purpose of this study is to conceptualize, develop, and empirically test a model of customer-based professor brand equity. Survey data gathered from 465 undergraduate business students were used to…

Purpose: The study aims to examine structural relationships of product features, brand name, product price and social influence with demand for Smartphones among Malaysian students'. Design/methodology/approach: Data collected from 320 valid pre-screened university students studying at the pubic higher learning institution in Federal Territory of…

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…

Higher education institutions consider student satisfaction to be one of the major elements in determining the quality of their programs. The objective of the study was to develop a model of student satisfaction to identify the influencers that emerged in online higher education settings. The study adopted a mixed method approach to identify…

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey…

This study aimed to discuss the relationships among the brand image of universities (external variables), university satisfaction (mediating variables) and customer lifetime value (internal variables). The findings can serve as a reference for higher educational institutions in strengthening their advantages and overcoming their shortcomings, as…

Many African countries are concerned with the targeting of international postgraduate students by developed countries for skilled migration. Increased provision of postgraduate studies within the continent would go a long way in dealing with the problem. Success will however depend on the ability of countries in the continent to attract…

In today's economic environment, it is crucial to create a strong, consistent brand image within a graduate business program. This study examines the perceptions that students at Southeastern Louisiana University hold about its MBA program and the MBA programs of its main competitors. A focus group was conducted to identify competitors and factors…