OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Marketing for Higher Education is 7. 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
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
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	14
Changing trends of rates of return: a study from the higher education market in China	13
Marketing of educational programs – a study of Swedish universities through presented images	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
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
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
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
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	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