Journal of Marketing for Higher Education最新文献_第8页

Princeton as Prada: college choice in the United States as luxury consumption for the extended self 普林斯顿大学是普拉达:美国的大学选择是扩展自我的奢侈品消费

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-06-13 DOI: 10.1080/08841241.2022.2070939

David S. Ackerman, Emi Moriuchi, Barbara L. Gross

引用次数: 2

An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions 高校整合营销传播与企业绩效关系的探索性研究

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-06-13 DOI: 10.1080/08841241.2022.2070938

Janire Gordon-Isasi, Lorea Narvaiza, J. Gibaja

引用次数: 1

Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment 参与国际学生招聘的高等教育机构制定学费做法的驱动因素

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-06-13 DOI: 10.1080/08841241.2022.2076274

V. Naidoo, Rajat Roy, Fazlul K. Rabbanee, T. Wu

引用次数: 0

Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis 利用大学COVID-19应对逆转学生流失意向:一系列中介和多组分析

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-25 DOI: 10.1080/08841241.2022.2052226

Oluwatobi A. Ogunmokun, Seldjan Timur, Juliet E. Ikhide

{"title":"Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis","authors":"Oluwatobi A. Ogunmokun, Seldjan Timur, Juliet E. Ikhide","doi":"10.1080/08841241.2022.2052226","DOIUrl":"https://doi.org/10.1080/08841241.2022.2052226","url":null,"abstract":"ABSTRACTIn the context of the COVID-19 pandemic, this study offers a contemporary look at crisis response in higher education and demonstrates the marketing implications of universities’ crisis response. Using Situational Crisis Communication Theory, the link between university crisis response and student attrition through resilient coping and trust was examined. Data collected from 340 students were analysed to determine the specific indirect and serial mediation effects of university crisis response on student attrition intention. Results revealed that students’ resilient coping and trust individually and serially mediates the relationship between university crisis response and student attrition intention. A multigroup analysis also revealed that crisis response has a weaker effect on resilient coping for female students and a weaker effect on attrition intention for new students. Findings recommend among other things that crisis response mitigates student attrition through trust and coping, and that it should be tailored and gender-specific for effectiveness.","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":"1647 ","pages":""},"PeriodicalIF":3.3,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138506246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students 决定高等教育机构形象的四个关键变量：基于本科生的跨国分析

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-18 DOI: 10.1080/08841241.2022.2056671

Purificación Alcaide-Pulido, Belén Gutiérrez-Villar, Mariano Carbonero-Ruz, H. Alves

引用次数: 1

Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands 评估大学排名对大学品牌可信度和感知差异化的影响

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-12 DOI: 10.1080/08841241.2022.2059733

Önder Kethüda

引用次数: 4

University graduates’ segmentation: determinant factors 大学毕业生细分:决定因素

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-05 DOI: 10.1080/08841241.2022.2056280

Teodoro Luque-Martínez, Luis Doña-Toledo, Nina Faraoni

引用次数: 2

Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction 应对高等教育机构的破坏性健康危机:服务质量和感知安全对学生满意度的影响

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-04 DOI: 10.1080/08841241.2022.2056282

Margaret L. Sheng, Abu Amar Fauzi

引用次数: 4

User-generated and brand-generated content as indicators of university brand personality and business strategy 用户生成和品牌生成内容作为大学品牌个性和商业战略的指标

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-04 DOI: 10.1080/08841241.2022.2056281

Hande Karadağ, Petek Tosun, Büşra Ayan

{"title":"User-generated and brand-generated content as indicators of university brand personality and business strategy","authors":"Hande Karadağ, Petek Tosun, Büşra Ayan","doi":"10.1080/08841241.2022.2056281","DOIUrl":"https://doi.org/10.1080/08841241.2022.2056281","url":null,"abstract":"The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities ’ competitive strategy and brand personality. BGC that included four universities ’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The ﬁ ndings indicated that BGC was in alignment with universities ’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the di ﬀ erentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The di ﬀ erentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The ﬁ ndings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.","PeriodicalId":47038,"journal":{"name":"Journal of Marketing for Higher Education","volume":" ","pages":""},"PeriodicalIF":3.3,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47892075","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

The journey towards finding your favourite university. A segmentation study based on selection criteria 寻找你最喜欢的大学的旅程。基于选择标准的分割研究

IF 3.3 3区管理学

Journal of Marketing for Higher Education Pub Date : 2022-04-04 DOI: 10.1080/08841241.2022.2058146

Marta Retamosa, Ángel Millán, J. A. García

引用次数: 1