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 2022-01-01 to 2026-01-01.)

Article	Citations
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	46
A bibliometric analysis to reveal the drivers of university reputation	27
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	19
Examining the antecedents of market mavenism in higher education	18
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	17
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	16
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	16
Marketing of educational programs – a study of Swedish universities through presented images	16
Changing trends of rates of return: a study from the higher education market in China	15
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	13
Does students’ satisfaction matter to faculty job satisfaction in higher education?	13
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents	13
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction	13
Student satisfaction and co-creation behavior in game-based learning in the context of higher education	12
Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice	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	11
The journey towards finding your favourite university. A segmentation study based on selection criteria	10
China’s higher education branding: Study in China as an emerging national brand	10
Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective	10
User-generated content effectiveness in co-creation of online higher educational services	9
An interactive decision-making model of international postgraduate student course choice	9
Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic	9
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	9
Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique	9

A multi-stakeholder perspective of relationship marketing in higher education institutions	8
Dynamic capabilities and value co-creation in higher education	8
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	7
Developing and testing a customer value co-creation model of higher education institutions	7
Student participation and quality of college life in Vietnam: the roles of values and negative interactions	7
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	7
Marketing higher education on YouTube: a content analysis of college promotional videos	7
Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation	6
Voluntourism – can universities shape the present into a future?	6
Analysis of university online reputation-visibility. The case of Spanish public universities	6
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	6
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	6
Sales-organizing university research and teaching in the age of technological disruption	6
Conceptualisations of market orientation in the higher education literature	6
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	5
Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses	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
An application of the net promoter score in higher education	5
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	5
University brand personality: a student-focused anthropomorphic storytelling perspective	5
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
Brand posts and brand co-creation in higher education communities: a social communication process theory	4
Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism	4
Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach	4
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	4
Decision comfort and student engagement in higher education	4
A cross-cultural study on the career counseling service ecosystem: implications for higher education marketing	4
Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis	4
What determines the loyalty of university graduates? Analysis of sociodemographic factors and university experience	4