OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Marketing for Higher Education is 6. 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 2021-02-01 to 2025-02-01.)

Article	Citations
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	30
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	20
Student satisfaction: the role of expectations in mitigating the pain of paying fees	15
Positioning strategies and rankings in the HE: congruence and contradictions	14
An investigation into the influential factors that impact consumer decision-making among prospective online MBA students	14
Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective	13
A bibliometric analysis to reveal the drivers of university reputation	13
Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach	13
Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness	12
Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment	11
Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy	10
Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation	10
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	10
An interactive decision-making model of international postgraduate student course choice	10
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	10
Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction	9
A multi-stakeholder perspective of relationship marketing in higher education institutions	9
University graduates’ segmentation: determinant factors	9
Innovation in educational marketing: a study applied to Brazilian private higher education institutions	8
What factors drive the purchase of paid online courses? A systematic literature review	8
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	8
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	8
Examining the antecedents of market mavenism in higher education	8
Dynamic capabilities and value co-creation in higher education	8
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	7

Corporate branding of academic institutions: semiotic communication of logos and names	7
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	7
Selling lemons? The relationship between learning and teaching information on university programme web pages and future students’ course satisfaction	7
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	7
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities	7
The significance of diversity positioning in higher education for branding and marketing	7
The influence of self-congruence and relationship quality on student educational involvement	6
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	6
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	6
University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.	6
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis	6
Predicting students’ transfer intention to other universities using the push–pull–mooring model	6