OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Marketing for Higher Education is 4. 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 2022-05-01 to 2026-05-01.)

Article	Citations
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	36
A bibliometric analysis to reveal the drivers of university reputation	23
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	23
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	22
Examining the antecedents of market mavenism in higher education	19
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	16
Marketing of educational programs – a study of Swedish universities through presented images	13
Changing trends of rates of return: a study from the higher education market in China	13
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	13
Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice	12
Does students’ satisfaction matter to faculty job satisfaction in higher education?	12
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents	12
Student satisfaction and co-creation behavior in game-based learning in the context of higher education	12
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	12
A model for assessing the active presence of institutions on social media: application to universities worldwide	11
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	10
Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique	10
Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective	10
An interactive decision-making model of international postgraduate student course choice	9
User-generated content effectiveness in co-creation of online higher educational services	9
Dynamic capabilities and value co-creation in higher education	9
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	9
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	9
Student participation and quality of college life in Vietnam: the roles of values and negative interactions	8
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	8

Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation	7
Marketing higher education on YouTube: a content analysis of college promotional videos	7
Exploring global trends in the perceived importance of marketing for the internationalization of HEIs	7
Analysis of university online reputation-visibility. The case of Spanish public universities	6
Conceptualisations of market orientation in the higher education literature	6
University brand personality: a student-focused anthropomorphic storytelling perspective	6
Developing and testing a customer value co-creation model of higher education institutions	6
Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses	6
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	6
Sales-organizing university research and teaching in the age of technological disruption	6
Voluntourism – can universities shape the present into a future?	6
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	5
A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness	5
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	5
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	5
Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism	4
Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis	4
Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach	4
Brand posts and brand co-creation in higher education communities: a social communication process theory	4
Decision comfort and student engagement in higher education	4
Sustainability, rankings and legitimacy: tools of competitive advantage for academic and social efficiency in higher education institutions	4
What determines the loyalty of university graduates? Analysis of sociodemographic factors and university experience	4
Predicting Chinese students’ destination choice intentions for international higher education in post-COVID-19: combining the image-value-behavior framework and protection motivation theory	4