...Ana Claudia Braun Endo; Luiz Alberto de Farias; Pedro Simões Coelho Purpose The purpose of this paper is to provide empirical insights about service branding from higher education administrators (HEAs) perspectives and to identify the main factors involved in their strategic thinking...

...Riza Casidy; Walter Wymer Purpose – The purpose of this paper is to investigate the relationship between perceived external prestige (PEP), the student experience, attitude, and behaviour in the context of higher education institutions. Design/methodology/approach – A comparison...

... through two accrediting bodies, from the perspective of business school deans and chief academic officers. Findings – Results suggest moderating effects for three of the 18 relationships that were tested. Intelligence gathered from survey research within higher education is indicated to vary...

...Cristina Calvo-Porral; Jean-Pierre Lévy-Mangin; Isabel Novo-Corti Purpose – The purpose of this paper is to address two issues. First research goal is about analyzing differences in perceived quality in higher education (HE) between a private and a public university centre. Second, the research...

..., what is of particular significance in this process is brand equity – the value that the consumer ascribes to the brand. The main objective of this research is to enhance academic understanding of brand equity in the higher education (HE) sector and explore the implications for management practice...

... to the higher education institutions and are increasingly demanding “value for money” from their host institutions (Centeno et al., 2008 ; Taylor, 2002). In evaluating the service quality of postgraduate marketing education, Centeno et al. (2008, p. 562) found a perceptual gap between...

...Ross Brennan; Helen Haywood; Mike Molesworth Purpose This paper aims to explore the process that undergraduates go through in selecting universities and courses in the context of an increasingly marketisated higher education (HE) where students may see themselves as consumers. Design...

... by the collection and analysis of interview data from practitioners, alongside additional data from UK Higher Education Institutions (HEIs) in respect of their current marketing programmes. Findings The results indicate that there is a large degree of commonality between the offerings at UK HEIs, and that some...

...Firdaus Abdullah Purpose This paper aims to test and compare the relative efficacy of three measuring instruments of service quality (namely Higher Education PERFormance (HEdPERF), SERVPERF and the moderating scale of HEdPERF‐SERVPERF) within a higher education setting. The objective...

... limitations/implications The paper has identified important barriers that will need to be overcome before such tools become more widely used in the higher education sector. The study has also highlighted concerns regarding the accuracy of particular data sets that became evident as the data were analysed...

...Yvonne J. Moogan; Steve Baron; Steve Bainbridge The article reports results of a longitudinal survey, which assesses the importance of decision‐making attributes by potential higher education students. Conjoint analysis is applied to establish candidates’ utilities of identified key decision‐making...

...David G. Tonks; Marc Farr Reports extracts from an exploratory, cross‐sectional study undertaken in the rapidly changing environment of UK higher education. Begins with introductory material covering some recent changes in higher education and the relevance of marketing and market segmentation...