Purpose: The current research aims at investigating the mediating effect of electronic word of mouth (eWOM) on the link between entrepreneurial education and choice of the university among students. The main focus of this paper is that when entrepreneurial education is properly-implemented at universities, it leads to several positive outcomes…

This study explores the influence of student-generated electronic word-of-mouth (eWOM) on university image within the context of an increasingly competitive higher education landscape. Drawing on social identity and congruence theories, we examine how both satisfied and dissatisfied students' positive and negative eWOM influences the higher…

Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders' loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students,…

The marketisation of higher education is a global phenomenon in the new millennium as the universities are facing intense competition to manage their financial resources and maintain their academic growth and reputation. Pakistan is also influenced by the globalisation of higher education. In this context, this study is a genre analysis of the…

Global university rankings (GUR) have become increasingly influential as a proxy measure of higher education quality. The more recent development of regionalised forms of rankings has increased their global reach, drawing a greatly expanded range of institutions into their orbit. As a result, regionalised GUR have developed an increasing potential…

The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity.…

Internationalization serves as a significant hallmark of world-class universities globally. Numerous studies have underscored the strong relationship between internationalization and university development, but few have succeeded in elucidating the mechanisms and modus operandi of internationalization for university excellence. Using a qualitative…

This article examines the development of a university's advertising campaign through the discursive justifications of the university's communications office, its deans, and the advertising agency involved in the process. Empirical material is gathered from a three-year-long ethnographic research. Drawing on the notion of floating signifier, we…

Latin American universities have been subject to old and new forms of colonialism that act concurrently. Old forms of colonialism are based on a matrix of race and labour divisions that universities have inherited, reproduced, and reinforced. New forms of colonialism are attaching to global forces that promote a world class university model based…

Research on the role brand image plays in higher education (HE) suggests that it is crucial to understand students' perceptions of their university. This study builds on existing empirical work by Alcaide-Pulido, Alves, and Gutierrez-Villar (2017) exploring themes of national and international recognition, economic value, university campus…

This study presents the formulation of a quantitative and qualitative index of quality for accredited institutions based on their performance in five components related to institutional quality: research, students' performance, dropout rates, employability, and accreditation. This index will allow each accredited institution to identify its…

Developing a clear and applicable mission statement is essential for business schools to obtain AACSB accreditation, and it is also a core embodiment of their ability to achieve sustained excellence. By the end of 2023, a total of 48 business schools in mainland China have been accredited by AACSB, which has a positive modelling effect on the…

Amid debates about global university rankings (GURs), very few have closely examined how GURs' media outlets construct meanings of higher education (HE) in their visual representations. We critically examine 135 publicly available visual media (photographs) in the Times Higher Education (THE) and Quacquarelli Symonds (QS) websites to uncover the…

Internationalisation has become a worldwide trend in Higher Education in the rapidly changing globalised competitive market. Universities are pressurised to develop internationalised strategy to build legitimacy and reputation within the knowledge-based economy. An isomorphic tendency has been identified of universities mimicking successful…

The article uses the concept of organisational status to explore how universities respond to intensifying competition. Although status is not a novel phenomenon in higher education, recent insights show that the concerns with vertical positioning, both nationally and internationally, are gaining prominence with a growing number of universities…