Browsing by Author "Eldegwy, Ahmed"
Now showing items 1-5 of 5
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Blue blood students of occupational dynasties and their university choice: the moderating role of parent-child occupational following
Eldegwy, Ahmed; Elsharnouby, Tamer H.; Kortam, Wael ( Routledge , 2023 , Article)This study sheds light on a new category of students in higher education marketing literature-namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour ... -
How sociable is your university brand? An empirical investigation of university social augmenters' brand equity
Eldegwy, Ahmed; Elsharnouby, Tamer H.; Kortam, Wael ( Emerald Group Publishing Ltd. , 2018 , Article)Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters' brand equity. Design/methodology/approach: ... -
Like father like son: the role of similar-education parents in their children's university choice
Eldegwy, Ahmed; Elsharnouby, Tamer H.; Kortam, Wael ( Routledge , 2022 , Article)This study draws attention to the role of similarly educated parents in their children's university choice. We conceptualise, develop, and empirically test a model that links university choice with parents' intention to ... -
The Rising Veto Power of the Checkbook: An empirical Investigation of Parent's Impacts on Their Children's University enrollment
Eldegwy, Ahmed; Elsharnouby, Tamer H.; Kortam, Wael ( IGI Global , 2022 , Article)This study drew on different streams in the literature to theorize a power shift in favor of parents in the post-COVID-19 era. The authors investigated the impact of parents' campus site visits on university enrollment ... -
University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract
Eldegwy, Ahmed; Elsharnouby, Tamer H.; Kortam, Wael ( Springer Nature , 2019 , Book chapter)Do university social augmenters have brand equity? To answer this question, the study conceptualizes, develops, and empirically examines a model of university social augmenters brand equity (USABE). We define university ...