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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 identify career development theories that explain the intention to choose college majors in arts and design, to integrate the identified theories and to examine the relationships between determinants of the integrated model. In addition, this study attempts to identify the characteristics of the prospective arts and design students.

The literature review resulted in a multitheoretical framework named as PERISCOPE (Personality of Holland's RIASEC in Social Cognitive and Planned Behavior Theories) to reflect the theories it consisted of. This study collected data from Year 12 students in Surabaya (n = 163) and used PLS-SEM technique to assess the measurement model and the structural model of such framework.

The results revealed that the integrated model explains 57.8 percent of the variance of the intention to pursue arts and design majors. This paper hence improves the predictive ability of an earlier model by adding a further theory. In addition, this study identified characteristics of the prospective students and concluded that students with artistic personality will have better self-efficacy, which sequentially have perception that pursuing arts and design majors will not be challenging, thus increases their intention to pursue such majors.

This study demonstrated that PERISCOPE framework is better in terms of predictive power in understanding the college major choice in arts and design. As a result, this study adds to the current body of knowledge in the field of college major choice, which was found to be lacking.

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.