This study investigates the influence of university brand image, satisfaction, and alumni's university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our…

State and federal governments invest millions of dollars in providing accurate and relevant information on expected outcomes to students pursuing higher education, but whether such information targets what students value about college is unclear. We use new survey data to identify the extent to which conventional indicators for college quality and…

The problem that was addressed through this study is that online undergraduate adult students, 25 years of age or older, do not persist to graduation at Caring University, a pseudonym for an online university. The purpose of this qualitative study was to investigate the perceptions of online adult undergraduate alumni about what motivated them to…

This article discusses the methodological challenges of researching elite boys' schooling, in a study involving interviewing alumni who attended these schools from the 1970s to the 2020s. In particular, through a feminist poststructuralist methodological framing, it considers the necessity for researcher reflexivity in engaging in research in such…

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…

Black African students are increasingly choosing the United States as their preferred destination, and many choose to study at predominantly White institutions (PWIs). The purpose of this qualitative study was to investigate reasons that may influence their identification and commitment to those PWIs. We interviewed 20 sub-Saharan Africans at two…

The literature of brand management in higher education lacks significant research in two key areas: 1) theoretical models of the evaluation of brand equity and its impacts on supportive behaviors, and 2) a focus on alumni as a critical stakeholder group to higher education institutions. The new model of alumni-perceived higher education brand…

This study proposes a new giving behavior model for higher education institutions (HEI), featuring alumni connectedness as a primary predictor. This contrasts with previous studies that measured variables that showed an inconsistent influence as predictors of alumni's desire to contribute. Alumni connectedness, built from socio-psychological…

Private schools have long played a crucial role in male elite formation but their importance to women's trajectories is less clear. In this paper, we explore the relationship between girls' private schools and elite recruitment in Britain over the past 120 years -- drawing on the historical database of "Who's Who," a unique catalogue of…

Purpose: State funding is being reduced for higher education institutes (HEIs) is linked to several checks such as performance-based incentives (Hagood, 2019). This forces HEIs to look for other options for funding. Endowment funds are now becoming the main source of revenue for HEIs (Sörlin, 2007), largely provided by alumni. Thus, this study…

This study aims to develop a scale to measure the organizational reputation of especially private schools and foreign private schools in today's increasingly competitive environment. The study group of the research consists of 320 individuals who are 9th, 10th, 11th and 12th grade students receiving education in private and foreign private schools…

Much of the research on the benefits of graduate education for minority students has focused on Historically Black Colleges and Universities. Little has been done on Predominantly Black Institutions. This case study attempts to shed light on alumni perceptions of the benefits of their graduate education at a Predominantly Black Institution (PBI),…

Creation of a framework for Brand and Reputation Metrics in Education represents a significant milestone in the field of marketing and communications in the sector. Stemming from a global collaboration led by the Council for Advancement and Support of Education (CASE), this framework highlights and addresses a critical need for consistent…

The present study presents a formal model of the dynamics of a university's reputation that points to the existence of a snowball effect where alumni donations raise a university's reputation, which in turn generates additional alumni donations. Given that econometric results presented in this study confirm the model's main findings, supporting a…

Undergraduate experiences can have a profound impact on a student's emotional connection and affinity for their alma mater. For many graduates, involvement experiences like student organizations, membership in fraternities and sororities, and on-campus jobs can become an ingrained part of the individual's social identity. This phenomenological…