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 2020-03-01 to 2024-03-01.)

Article	Citations
Revisiting the ‘university image model’ for higher education institutions’ sustainability	58
Mobile social media marketing: a new marketing channel among digital natives in higher education?	32
The influence of university brand image, satisfaction, and university identification on alumni WOM intentions	24
Understanding the importance of eWOM on Higher Education Institutions’ brand equity	23
The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust	22
Closing the loop: co-designing with students for greater market orientation	21
Moderating effect of perceived trust on service quality – student satisfaction relationship: evidence from Indian higher management education institutions	21
A multi-stakeholder perspective of relationship marketing in higher education institutions	18
Co-creating positive outcomes in higher education: are students ready for co-creation?	17
The effect of perceived service quality, satisfaction and loyalty on perceived job performance: perceptions of university graduates	15
Student satisfaction: the role of expectations in mitigating the pain of paying fees	14
Engaging students through social media. Findings for the top five universities in the world	13
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	13
The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions	13
Achieving university libraries user loyalty through user satisfaction: the role of service quality	13
Understanding Alumni-Alma mater commitment relationships upstream and downstream	12
Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary	12
Measuring COVID-19’s impact on international HE students and intervention satisfaction: implications for marketing theory and practice	12
Role of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs)	11
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	11
Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE)	10
Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka	10
The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty	9
Empirically examining the psychological mechanism of a loved and trusted business school brand	9
Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies	9

Antecedents and consequences of brand citizenship behavior in private higher education institutions	9
Motivation factors in student decisions to study Transnational Higher Education in China: a comparative study of two Anglo-Sino programmes	8
Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust	7
Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy	7
Customer service quality, emotional brand attachment and customer citizenship behaviors: findings from an emerging higher education market	7
The influence of self-congruence and relationship quality on student educational involvement	7
Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach	7
You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour	7
Exploring the determinants of choosing an academic destination under a short-term mobility: a cross-cultural comparison of Poland and Portugal	7
China’s higher education branding: Study in China as an emerging national brand	6
Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action	6
Differentiated: segmentation for improved learning strategies	6
Like father like son: the role of similar-education parents in their children’s university choice	6
Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction	5
An application of the net promoter score in higher education	5
Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020	5
Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective	5
The roles of the country’s cognitive, affective, and personality aspects in international students’ decision-making	5
Developing and testing a customer value co-creation model of higher education institutions	5
An interactive decision-making model of international postgraduate student course choice	5
Unique challenges of segmentation and differentiation for higher education	5
Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors	5
Effect of university-enterprise alliance orientation on university’s innovation performance and market performance: evidence from Vietnam	4
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	4
What factors drive the purchase of paid online courses? A systematic literature review	4
Positioning strategies and rankings in the HE: congruence and contradictions	4
Investigating the major factors that contribute to satisfaction with university formation in Psychology and Teaching in Chile	4
Innovation in educational marketing: a study applied to Brazilian private higher education institutions	4
Branding the university: building up meaning through ideological oppositions	4
Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation	4
What affects university image and students’ supportive attitudes: the 4Q Model	4
The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students	4
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis	4
An investigation into the influential factors that impact consumer decision-making among prospective online MBA students	4
The role of brand authenticity for higher education institutions	3
Princeton as Prada: college choice in the United States as luxury consumption for the extended self	3
Factors affecting the success of marketing in higher education: a relationship marketing perspective	3
Choosing a Higher Education destination: Marketing of where, why and how?	3
Strategies, benefits and barriers– a systematic literature review of student co-creation in higher education	3
Conceptualisations of market orientation in the higher education literature	3
The homogenisation of prospectuses over the period of massification in the UK	3
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness	3
Is university performance embedded in university-industry collaboration, marketization and information disclosure? Evidence from India	3
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	3
Identification and emotional attachment in higher education: antecedents and consequences	3
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction	3
University graduates’ segmentation: determinant factors	2
Exploring international students’ adoption of AI-enabled voice assistants in enrolment decision making: a grounded theory approach	2
Digital technology and eWOM in the context of higher education: a study from Portugal and Spain	2
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	2

Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness	2
Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students	2
Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism	2
The role of social media marketing activities in converting existing students into university advocates	2
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	2
A model for assessing the active presence of institutions on social media: application to universities worldwide	2
Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania	2
The educational placebo effect: branding higher education benefits student learning	2