Marketing higher education in Africa is a growing research domain, and there is a shortage of knowledge about how higher education in Africa are marketing themselves towards prospective students. Despite inadequate funding for the existing tertiary institutions, there are growing numbers of...

The trend in global student mobility has contributed to a rapidly evolving market in international education, which, in turn, has created new opportunities, challenges and an increasingly competitive higher education environment, this paper explores how Leeds Beckett University has changed its...

The fundamental differences between goods and services pose a challenge on developing an effective advertising strategy, this has led many scholars to recommend treating services differently and discussed the importance of communicating the relationship of tangible assets to service operation in...

While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...

Purpose: Recognizing the high numbers of unbanked and financially excluded adults in Nigeria, this study positions chatbot as a digital transformation tool to radically change business model, improve customer experience, and enhance financial inclusion in emerging markets.Methodology: The...

Law firms are often required to use the last names of their partners; they are prohibited from using brand names that can distinguish their law firms. This limitation often forces them to use different naming structures to abide by their naming regulations. This paper explores the naming...