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Integrating the conservation of resources theory, Hofstede's national culture theory and the cognitive-motivational-relational theory of emotions, the authors propose that power distance (as a moderator) and emotional exhaustion (as a mediator) play a role in the relationship between workplace incivility, emotional exhaustion and job embeddedness.

The data were collected in two stages using an online survey of 404 employees from three sectors, including hospitality, banking and manufacturing, in Indonesia. The authors tested a moderated mediation model using Hayes' macro PROCESS version 3.5.

Workplace incivility contributes to emotional exhaustion, which predicts job embeddedness. Emotional exhaustion also contributes to job embeddedness. In the moderation model, the authors found that the effect of workplace incivility on emotional exhaustion was more substantial for employees with high perceived power distance. Furthermore, power distance also played a moderating role in the relationship between emotional exhaustion and job embeddedness.

Since workplace incivility and job embeddedness differ across cultures, the results of this study contain practical management implications for Indonesian settings, especially the hospitality, manufacturing and banking sectors. The authors provide practical management implications for redesigning organizational culture to help employees avoid uncivil interactions in the workplace. The authors also provide implications concerning strategic managerial directions to improve communication and supervisors' skills at all levels of management.

This study is the first to introduce power distance as a complementary explanation for the relationship between workplace incivility, emotional exhaustion and job embeddedness while focusing on an Asian developing country.

This paper aims to explain the unsuccessful relationship between the awareness of prominent international education brands and enrollment intention.

A serial mediation model encompassing perceived congruity and brand attitude was developed and tested using the PLS-SEM technique, involving 132 respondents.

The results revealed that the awareness of international education brands, subsequently perceived as internally congruent with the prospective students’ self-image in terms of resource sufficiency, will yield enrollment intention by forming the desired brand attitude.

This paper includes generalizability as its limitation, with suggestions to undertake the broader scope of studies. Future research could examine other variables to enhance the model.

This paper presents theoretical and managerial implications for higher education branding and marketing.

To the best of the authors’ knowledge, this study could be the first to discuss the international university landscape in Indonesia. In addition, the proposed model could be a plausible framework for explaining the intention to accept not only international education brands but also other brands of goods and services, thereby benefiting both educational and consumer research.

This paper aims to analyze the relationship between the brand awareness of an international university operating in Indonesia and enrollment intention serially mediated by brand congruity and brand attitude and moderated by brand experience.

A moderated serial mediation model was developed and was tested using the partial least squares structural equation modeling (PLS-SEM) to examine the proposed relationship. There were 132 prospective students involved as respondents.

(1) brand awareness may not always directly affect purchase intention; (2) brand congruity and brand attitude serially mediate the relationship between brand awareness and enrollment intention; (3) brand experience may not always moderate the relationship between brand awareness and consumer behavior.

This paper considers generalizability as its limitation with suggestions to undertake future studies in other settings and the longitudinal and broader scope. Future research could examine other variables to enhance the model.

This paper also proposes theoretical and managerial implications in higher education branding and marketing.

This study closed the gap in the unsuccessful relationship between brand awareness and behavioral intention that the mediating variables of brand congruity and brand attitude must be serially present. This study also confirmed that brand experience is not empirically suitable as a moderator.

This paper aims to propose a conceptual framework to bridge the gap between the dimensions of brand equity (brand awareness, brand association and perceived quality) and the purchase intention of transnational higher education.

The paper revisits and critically reviews the concepts of marketing in higher education, brand equity, and self-congruity as well as related past studies.

Several past empirical studies concluded that the dimensions of brand equity have been unable to significantly influence purchase intention. The review and synthesis of the literature have supported the feasibility of self-congruity to mediate the relationship, thus closing the gap. This study has been able to extend the self-congruity concept into external and internal self-congruity to fit the context of this study which is transnational higher education choice.

Focusing on a developing market of Indonesia, it is anticipated that the proposed model will assist the future research in branding of transnational higher education. It was hypothesized that educational brands that are congruent with prospective students' self-image both externally (from the perception by the reference group) and internally (from the perception by themselves) will be more likely to yield positive purchase intention. As a result, this study adds to the current body of knowledge in the field of transnational higher education choice which was found to be lacking.