Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture

Volkova, Natalia V.; Plakhotnik, Maria S.

doi:10.1080/08841241.2021.1933672

Cited by 3 publications

(1 citation statement)

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“…The specific focus of this research is to determine that the four factors comprising university brand image in the eyes of students in England, Spain and Portugal are significant and thereby demonstrating the validity of results applying the global model previously developed by Alcaide-Pulido et al (2017) and applied by Manzoor, Ho, and Al Mahmud (2020) to investigate the influence on students' citizenship behaviour in the context of HEIs' achieving sustainability. This model was selected as, methodologically, it fits well with the needs of this study and is increasingly widely cited (Çirak-Kurt, & Kalman, 2019;Gordon-Isasi, Narvaiza, & Gibaja, 2021;Hwang & Choi, 2019;Jooste, Cullen, & Calitz, 2020;Volkova, & Plakhotnik, 2021) and authors such as Manzoor, Ho, & Al Mahmud (2020) apply it in their research of the influence on students' citizenship behaviour in the context of HEIs.…”

Section: Introductionmentioning

confidence: 97%

The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students

Alcaide-Pulido

O’Sullivan

Chapleo

2021

Journal of Marketing for Higher Education

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Research on the role brand image plays in higher education (HE) suggests that it is crucial to understand students' perceptions of their university. This study builds on existing empirical work by Alcaide-Pulido, Alves, and Gutierrez-Villar (2017) exploring themes of national and international recognition, economic value, university campus facilities, and external communications and values. It employs a structural equation modelling approach with Partial Least Squares (PLS) and Decision Trees Analysis through a sample of 624 undergraduate students from England, Spain, and Portugal. The findings highlight areas of commonality as well as differences between the different cultures and nationalities examined as part of the study. They show areas that brand managers from each country should concentrate on, making recommendations that could help to shape the marketing direction of universities in each of the nations included in the research. The English and Portuguese should prioritize communication to students through their institutional website, whereas Spaniards should attend to ethical values and social responsibility. Economic value is an aspect that Spanish and English universities should focus on. Spaniards and English agree that campus facilities are important, whereas class size is key for Portuguese. Finally, Portuguese students' highly value the national recognition of their university.

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