Following major strategic policy reforms and transformations in the higher education sector,
branding as a strategic resource has become an integral part of the strategic decisions of …

This study examines the influence of student-university identification on student's advocacy
intentions directly and indirectly through student satisfaction and student trust and …

The marketisation and internationalisation of higher education (HE) in several national
contexts has led to the development of thinking about HE access as 'buying a service'. This …

This article presents an empirical investigation of the effects university brand personality and
student–university identification have on student participation and citizenship behaviour in …

The core of brand citizenship behavior (BCB) is to find ways to improve a brand's standing in
the market. The suggested model has two sides, the internal side is focused on …

This study examines the psychological mechanism of consumers' environmentally
responsible behaviors in college sport. The research is guided by a belief-attitude-intention …

Although the majority of firms nowadays formulate their strategies based on corporate social
responsibility, the current literature in higher learning institutions (HLIs) raises questions …

Purpose Building upon the attribution and brand resonance theories, this paper aims to
investigate the effects of perceived corporate social responsibility (CSR) in higher education …

Drawing on social identity theory and the elaboration likelihood model, the authors
hypothesize that positive affect (PA) similarity between recruiters and applicants affects both …

This study offers important context for understanding why educational institutions ought to
modify their recruitment marketing strategies to incorporate a multicultural perspective …