OOIR: Observatory of International Research

Papers

(The median citation count of Journal of Marketing for Higher Education is 4. 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 2021-09-01 to 2025-09-01.)

Article	Citations
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	43
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	27
A bibliometric analysis to reveal the drivers of university reputation	21
Post Browne Review: a reflective analysis of marketisation dilemmas of senior managers in English universities	20
Examining the antecedents of market mavenism in higher education	19
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	17
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	17
Missing link in ‘new-normal’ for higher education: nexus between online experiential marketing, perceived-harm, social distancing concern and university brand evangelism in China	17
The educational placebo effect: branding higher education benefits student learning	15
Changing trends of rates of return: a study from the higher education market in China	14
Determinants of learner-centric brand equity for online universities in Gulf countries	14
Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust	13
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	13
Marketing of educational programs – a study of Swedish universities through presented images	13
Does students’ satisfaction matter to faculty job satisfaction in higher education?	12
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction	12
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents	11
A model for assessing the active presence of institutions on social media: application to universities worldwide	10
Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective	10
Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique	10
Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice	10
The journey towards finding your favourite university. A segmentation study based on selection criteria	10
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	9
China’s higher education branding: Study in China as an emerging national brand	9
Student satisfaction and co-creation behavior in game-based learning in the context of higher education	9

Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic	8
User-generated content effectiveness in co-creation of online higher educational services	8
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	8
Decisions, decisions, decisions: an exploration of factors affecting the decision-making of ‘Uni Connect’ students, when choosing higher education study	8
An interactive decision-making model of international postgraduate student course choice	8
A multi-stakeholder perspective of relationship marketing in higher education institutions	8
Students’ switching intentions for graduate education services: examining the influence of service quality, price, and attractiveness of alternative	7
The impact of COVID-19 on marketing for higher education institutions in developing countries: the case of Lebanon	7
Dynamic capabilities and value co-creation in higher education	7
Student participation and quality of college life in Vietnam: the roles of values and negative interactions	7
Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement	7
Developing and testing a customer value co-creation model of higher education institutions	6
Online brand equity for higher education in Taiwan: conceptualization, scale development, and validation	6
The role of affective ties in the asymmetrical relationship between student satisfaction and loyalty. Comparative study of European business schools	6
The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students	6
Marketing higher education on YouTube: a content analysis of college promotional videos	6
Analysis of university online reputation-visibility. The case of Spanish public universities	6
Sales-organizing university research and teaching in the age of technological disruption	6
University brand personality: a student-focused anthropomorphic storytelling perspective	5
Impact of marketization on the interpersonal relation between the university and students in modern university prospectuses	5
An application of the net promoter score in higher education	5
Conceptualisations of market orientation in the higher education literature	5
Managing students’ attitude, learning engagement, and stickiness towards e-learning post-COVID-19 in Australian universities: a perceived qualities perspective	5
Voluntourism – can universities shape the present into a future?	5
Platforms matter: analyzing user engagement with social media content of Swiss higher education institutions	4
A theoretical and empirical investigation into the effect of accreditation tenure and affiliation on distinctiveness	4
Reconciling research autonomy and marketisation in New Zealand universities: the idea of strategic entrepreneurialism	4
Understanding student perception and identification in cobranded UK HEIs based on consumer-company identification theory	4
Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis	4
Understanding the relationships between B2C and C2C value co-creation in the universities: the mediating role of brand awareness	4
Student satisfaction: the role of expectations in mitigating the pain of paying fees	4
Evaluating the influence of university ranking on the credibility and perceived differentiation of university brands	4