OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Marketing for Higher Education is 8. 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 2022-01-01 to 2026-01-01.)

Article	Citations
An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions	46
A bibliometric analysis to reveal the drivers of university reputation	27
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions	19
Examining the antecedents of market mavenism in higher education	18
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
Marketing of educational programs – a study of Swedish universities through presented images	16
Quality of higher education experience, satisfaction, and well-being: genuinely caring for our students-consumers	16
Reactive brand management in higher education: the case of a teacher training programme in the Netherlands	16
Changing trends of rates of return: a study from the higher education market in China	15
Social media branding strategies of universities and colleges in Canada: a mixed-method approach investigating post characteristics and contents	13
Responding to a disruptive health crisis for higher education institutions: service quality and perceived safety effects on student satisfaction	13
The effects of commitment and trust on the relationship between service quality and university brand loyalty in time of crisis	13
Does students’ satisfaction matter to faculty job satisfaction in higher education?	13
Student satisfaction and co-creation behavior in game-based learning in the context of higher education	12
Fulbrighters without Fulbright: branding US internationalization of higher education in a context of racial justice	12
A service-dominant logic of co-creation in higher education: emerging topics and conceptualizations	11
A model for assessing the active presence of institutions on social media: application to universities worldwide	11
China’s higher education branding: Study in China as an emerging national brand	10
Higher education and ‘marketization of intellect’: university admission advertisements from a genre perspective	10
The journey towards finding your favourite university. A segmentation study based on selection criteria	10
An interactive decision-making model of international postgraduate student course choice	9
Systemic shock, cultural differences, and customer satisfaction: lessons from student perceptions in shift to non-classroom education during initial phases of pandemic	9
The outcomes of students’ citizenship behaviors in higher education: a transformative service research (TSR) perspective	9
Analysis of the effect of a university’s integrated marketing communication activities on university choices using the decision tree technique	9
User-generated content effectiveness in co-creation of online higher educational services	9

Dynamic capabilities and value co-creation in higher education	8
A multi-stakeholder perspective of relationship marketing in higher education institutions	8