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 2020-11-01 to 2024-11-01.)

Article	Citations
The influence of university brand image, satisfaction, and university identification on alumni WOM intentions	30
A multi-stakeholder perspective of relationship marketing in higher education institutions	27
Engaging students through social media. Findings for the top five universities in the world	20
The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions	20
Student satisfaction: the role of expectations in mitigating the pain of paying fees	15
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	13
Measuring COVID-19’s impact on international HE students and intervention satisfaction: implications for marketing theory and practice	13
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	13
Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka	12
China’s higher education branding: Study in China as an emerging national brand	11
Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies	11
Customer service quality, emotional brand attachment and customer citizenship behaviors: findings from an emerging higher education market	11
Motivation factors in student decisions to study Transnational Higher Education in China: a comparative study of two Anglo-Sino programmes	11
You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour	10
Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy	10
Factors affecting the success of marketing in higher education: a relationship marketing perspective	10
Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach	10
The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty	10
The influence of self-congruence and relationship quality on student educational involvement	10
Exploring the determinants of choosing an academic destination under a short-term mobility: a cross-cultural comparison of Poland and Portugal	9
Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation	9
Antecedents and consequences of brand citizenship behavior in private higher education institutions	9
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	8
Positioning strategies and rankings in the HE: congruence and contradictions	8
Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust	8

Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction	8
Like father like son: the role of similar-education parents in their children’s university choice	8
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis	8
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction	7
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	7
Strategies, benefits and barriers– a systematic literature review of student co-creation in higher education	7
Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action	7
An application of the net promoter score in higher education	7
An interactive decision-making model of international postgraduate student course choice	7
Unique challenges of segmentation and differentiation for higher education	6
Developing and testing a customer value co-creation model of higher education institutions	6
The roles of the country’s cognitive, affective, and personality aspects in international students’ decision-making	6
Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020	6
A model for assessing the active presence of institutions on social media: application to universities worldwide	5
Effect of university-enterprise alliance orientation on university’s innovation performance and market performance: evidence from Vietnam	5
University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.	5
What affects university image and students’ supportive attitudes: the 4Q Model	5
Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach	5
The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students	5
Innovation in educational marketing: a study applied to Brazilian private higher education institutions	5
The role of brand authenticity for higher education institutions	5
Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors	5
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness	5
Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective	5
Identification and emotional attachment in higher education: antecedents and consequences	4
Choosing a Higher Education destination: Marketing of where, why and how?	4
An investigation into the influential factors that impact consumer decision-making among prospective online MBA students	4
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	4
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	4
‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement	4
Princeton as Prada: college choice in the United States as luxury consumption for the extended self	4
Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania	4
What factors drive the purchase of paid online courses? A systematic literature review	4
Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness	3
Social media marketing for student recruitment: an algorithmically sequenced literature review	3
The journey towards finding your favourite university. A segmentation study based on selection criteria	3
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents	3
Alumni connectedness and its role in intention to contribute to higher education institutions	3
User-generated and brand-generated content as indicators of university brand personality and business strategy	3
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	3
Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students	3
Conceptualisations of market orientation in the higher education literature	3
University branding: student experience, value perception, and consumption journey	2
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	2
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	2
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities	2
College choice & the consumer: the impact of gender on higher education enrollment	2
Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism	2
The educational placebo effect: branding higher education benefits student learning	2
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	2

University graduates’ segmentation: determinant factors	2
Blue blood students of occupational dynasties and their university choice: the moderating role of parent–child occupational following	2
Digital technology and eWOM in the context of higher education: a study from Portugal and Spain	2
The role of social media marketing activities in converting existing students into university advocates	2
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	2
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	2