OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Marketing for Higher Education is 2. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-02-01 to 2025-02-01.)

Article	Citations
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	30
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	20
Student satisfaction: the role of expectations in mitigating the pain of paying fees	15
Positioning strategies and rankings in the HE: congruence and contradictions	14
An investigation into the influential factors that impact consumer decision-making among prospective online MBA students	14
Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach	13
Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective	13
A bibliometric analysis to reveal the drivers of university reputation	13
Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness	12
Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment	11
An interactive decision-making model of international postgraduate student course choice	10
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	10
Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy	10
Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation	10
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	10
University graduates’ segmentation: determinant factors	9
Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction	9
A multi-stakeholder perspective of relationship marketing in higher education institutions	9
Examining the antecedents of market mavenism in higher education	8
Dynamic capabilities and value co-creation in higher education	8
Innovation in educational marketing: a study applied to Brazilian private higher education institutions	8
What factors drive the purchase of paid online courses? A systematic literature review	8
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	8
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	8
Selling lemons? The relationship between learning and teaching information on university programme web pages and future students’ course satisfaction	7

Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	7
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities	7
The significance of diversity positioning in higher education for branding and marketing	7
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	7
Corporate branding of academic institutions: semiotic communication of logos and names	7
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	7
University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.	6
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis	6
Predicting students’ transfer intention to other universities using the push–pull–mooring model	6
The influence of self-congruence and relationship quality on student educational involvement	6
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	6
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	6
Student participation and quality of college life in Vietnam: the roles of values and negative interactions	5
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	5
The role of social media marketing activities in converting existing students into university advocates	5
A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness	5
Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture	5
Student Relational Bonding – the key to focusing on needs of the individual – a UK study	5
Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust	5
Marketing of educational programs – a study of Swedish universities through presented images	5
Managing perceptions of credibility and social attraction: expectations of university presidents on Twitter	5
Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation	5
Creating student value in higher education through customer-centric integrated marketing communication	5
Determinants of learner-centric brand equity for online universities in Gulf countries	5
Changing trends of rates of return: a study from the higher education market in China	4
Engaging students through social media. Findings for the top five universities in the world	4
Community orientation: an overlooked pillar of market-oriented higher education institutions	4
Analysis of university online reputation-visibility. The case of Spanish public universities	4
Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action	4
The educational placebo effect: branding higher education benefits student learning	4
Somehow bogged down: why current discussions on measuring HEI reputation go round in circles, and possible ways out	4
Marketing higher education on YouTube: a content analysis of college promotional videos	4
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	3
Developing and testing a customer value co-creation model of higher education institutions	3
Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020	3
‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement	3
The determinants of recommendation intention and student satisfaction in private higher institutions: Empirical evidence from Kazakhstan	2
What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools	2
Choosing a Higher Education destination: Marketing of where, why and how?	2
The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students	2
The effects of profit-maximization on ethical climate in higher education: a qualitative study utilizing neutralization theory	2
Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors	2
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness	2
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	2
Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis	2
A comparative analysis of institutional commitment: are business students different?	2
Motivation factors in student decisions to study Transnational Higher Education in China: a comparative study of two Anglo-Sino programmes	2
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	2
Effect of university-enterprise alliance orientation on university’s innovation performance and market performance: evidence from Vietnam	2