OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Marketing for Higher Education is 3. 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 2021-05-01 to 2025-05-01.)

Article	Citations
A bibliometric analysis to reveal the drivers of university reputation	35
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	23
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	20
Examining the antecedents of market mavenism in higher education	17
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities	16
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	15
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	15
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	14
Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action	14
Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust	14
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
The educational placebo effect: branding higher education benefits student learning	12
Determinants of learner-centric brand equity for online universities in Gulf countries	11
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	10
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents	9
The journey towards finding your favourite university. A segmentation study based on selection criteria	9
Does students’ satisfaction matter to faculty job satisfaction in higher education?	9
Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique	9
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction	9
Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors	9
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	8
Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic	8
A model for assessing the active presence of institutions on social media: application to universities worldwide	8
Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice	8

Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective	8
Student satisfaction and co-creation behavior in game-based learning in the context of higher education	8
User-generated content effectiveness in co-creation of online higher educational services	8
China’s higher education branding: Study in China as an emerging national brand	8
What affects university image and students’ supportive attitudes: the 4Q Model	7
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	7
An interactive decision-making model of international postgraduate student course choice	7
A multi-stakeholder perspective of relationship marketing in higher education institutions	7
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	7
Developing and testing a customer value co-creation model of higher education institutions	6
Analysis of university online reputation-visibility. The case of Spanish public universities	6
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	6
Marketing higher education on YouTube: a content analysis of college promotional videos	6
Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation	6
Dynamic capabilities and value co-creation in higher education	6
Student participation and quality of college life in Vietnam: the roles of values and negative interactions	6
Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture	6
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	6
The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students	5
Conceptualisations of market orientation in the higher education literature	5
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	5
Voluntourism – can universities shape the present into a future?	5
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	5
Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses	5
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	4
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	4
A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness	4
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	4
University brand personality: a student-focused anthropomorphic storytelling perspective	4
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness	4
Student satisfaction: the role of expectations in mitigating the pain of paying fees	4
An application of the net promoter score in higher education	4
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	4
Brand posts and brand co-creation in higher education communities: a social communication process theory	3
Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach	3
Predicting Chinese students’ destination choice intentions for international higher education in post-COVID-19: combining the image-value-behavior framework and protection motivation theory	3
Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism	3
Decision comfort and student engagement in higher education	3
Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students	3
Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis	3
What determines the loyalty of university graduates? Analysis of sociodemographic factors and university experience	3