Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market…

This study investigates China's international student recruitment strategy and policies as a dimension of its present approach of using higher education internationalisation for soft power and image enhancement. An exploratory survey of international graduate students in English instruction programmes in education-related majors in three Chinese…

This paper explores how English universities operating in a "quasi-market" are managing the tension between two policy expectations: the first that they should encourage social mobility by widening the social base of their student population; the second that they should compete with other universities to attract students and thereby…