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Blue blood students of occupational dynasties and their university choice: the moderating role of parent-child occupational following
(
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 ...
Like father like son: the role of similar-education parents in their children's university choice
(
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 ...
How sociable is your university brand? An empirical investigation of university social augmenters' brand equity
(
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: ...
University Social Augmenters Brand Equity: Do University Social Augmenters Possess Brand Characteristics? An Abstract
(
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 ...
The Rising Veto Power of the Checkbook: An empirical Investigation of Parent's Impacts on Their Children's University enrollment
(
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 ...