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 2021-04-01 to 2025-04-01.)

Article	Citations
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	35
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	23
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	20
Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective	17
Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment	15
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	14
University graduates’ segmentation: determinant factors	14
Servicescape in transnational higher education: the effects of campus design, physical environment and facilities on student experience and satisfaction	14
An interactive decision-making model of international postgraduate student course choice	13
Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness	13
A bibliometric analysis to reveal the drivers of university reputation	13
What factors drive the purchase of paid online courses? A systematic literature review	13
Student satisfaction: the role of expectations in mitigating the pain of paying fees	11
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	10
A multi-stakeholder perspective of relationship marketing in higher education institutions	9
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	9
Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation	9
Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach	9
Examining the antecedents of market mavenism in higher education	8
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	8
Reversing student attrition intentions using university COVID-19 response: a serial mediation and multi-group analysis	8
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities	8
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	8
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	8
University Social Responsibility and performance: the role of service quality, reputation, student satisfaction and trust.	8

Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	8
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	8
Innovation in educational marketing: a study applied to Brazilian private higher education institutions	8
Corporate branding of academic institutions: semiotic communication of logos and names	7
Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture	7
The significance of diversity positioning in higher education for branding and marketing	7
Predicting students’ transfer intention to other universities using the push–pull–mooring model	7
Dynamic capabilities and value co-creation in higher education	7
Student Relational Bonding – the key to focusing on needs of the individual – a UK study	6
Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation	6
Student participation and quality of college life in Vietnam: the roles of values and negative interactions	6
Are university ranking and popularity related? An analysis of 500 universities in Google Trends and the QS ranking in 2012-2020	6
A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness	6
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness	5
Community orientation: an overlooked pillar of market-oriented higher education institutions	5
Marketing of educational programs – a study of Swedish universities through presented images	5
Analysis of university online reputation-visibility. The case of Spanish public universities	5
Choosing a Higher Education destination: Marketing of where, why and how?	5
The educational placebo effect: branding higher education benefits student learning	5
Creating student value in higher education through customer-centric integrated marketing communication	5
Changing trends of rates of return: a study from the higher education market in China	5
Marketing higher education on YouTube: a content analysis of college promotional videos	5
Determinants of learner-centric brand equity for online universities in Gulf countries	5
Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action	4
Developing and testing a customer value co-creation model of higher education institutions	4
Managing perceptions of credibility and social attraction: expectations of university presidents on Twitter	4
Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust	4
The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students	4
The role of social media marketing activities in converting existing students into university advocates	4
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	4
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	4
What role does the brand play? Measuring the impact of customer-based brand equity on the selection of MBA programs at Dutch business schools	3
‘Your comments boost my value!’ – the mediator role of emotional brand attachment between brand equity and social media engagement	3
The effects of profit-maximization on ethical climate in higher education: a qualitative study utilizing neutralization theory	3
Somehow bogged down: why current discussions on measuring HEI reputation go round in circles, and possible ways out	3
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	3
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	3
A comparative analysis of institutional commitment: are business students different?	2
The determinants of recommendation intention and student satisfaction in private higher institutions: Empirical evidence from Kazakhstan	2
Positive affect congruence between recruiters and applicants: effects on mutual attitudes and behaviors	2
Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania	2
Factors influencing student loyalty in higher education: a meta-analytic generalization	2
Brand posts and brand co-creation in higher education communities: a social communication process theory	2
Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors	2
Marketing and recruitment strategies used by regional Australian universities in Thailand: a scoping review	2
Princeton as Prada: college choice in the United States as luxury consumption for the extended self	2
Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis	2
What is value in Higher Education? Studying scientific production through co-word analysis	2
Beyond service: commercial friendship's impact on trust and student loyalty	2
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	2