Page 64 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.75, # 2, 2018, pp. 64-78

Co-Communication and Brand Reflection in Higher Education:
Perceptions of Enrollment Intention and Recommending

1
2
Tuba Bingöl , Leila Samii , Tej Dhakar 3

1 Ph.D. Candidate, Adjunct Faculty, Southern New Hampshire University, Webster
Hall, International Business Lab 114, e-mail: [email protected]
2 Ph.D., Assistant Professor of Marketing, School of Business, Southern New
Hampshire University, 2500 North River Road, Manchester, NH 03106-1045, Email:
[email protected]
3 Ph.D., Professor of Quantitative studies, School of Business, Southern New
Hampshire University, 2500 North River Road, Manchester, NH 03106-1045, phone
603-644-3106, Email: [email protected]

Received 20 September 2018; accepted 20 December 2018; published online 28 December 2018

ABSTRACT

In this study, enrollment intention of international students was observed by testing
university created communication (UCC), user generated content (UGC), brand image
(BI) and brand attitude (BA). To examine higher education institution level and
enrollment intentions, the model by Schivinski & Dabrowski (2016) firm created
communication, brand equity, user generated content (UGC), brand attitude
predicting purchase decision was extended. It is proved that BI and BA affects
enrollment intention in the same level. It is not important for international students
where the communication comes from when they go online and search different
contents. Brand reflection (BI &BA) and Co-communication (UGC &UCC) have
strong relationship with enrollment intentions.

Keywords: branding, marketing, higher education, international marketing, international
education.

JEL Classification: M31, I23,

1.INTRODUCTION

Nowadays social media is an attractive place for international students to
communicate. Reaching students from other countries is getting much easier with
social media. Universities have pages on social media to provide a good environment

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