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The education services sector faces ever-changing global market dynamics with creative disruptions. Building knowledge brands can push the higher education sector beyond its geographical boundaries into the global arena. This study aims to identify key constructs, their theoretical background and dimensions that aid in building a global knowledge brand. The authors' research focuses on adapting and validating scales for global knowledge and education services brands from well-established academic literature.

The authors have adopted a mixed methodology approach and a systematic literature review. Authors interviewed 18 subject matter experts as part of content and face validity to arrive at select constructs, dimensions and items. Quantitative methods with random sampling were adopted as the primary methodology. Initially, the survey was administered to 390 students to test preliminary results. The survey was also administered to 5,112 students at a later part of this study. Valid responses stood at 3,244 with a 63% response rate. Further, the authors conducted confirmatory factor analysis, exploratory factor analysis and structural equation modeling to test the reliability and validity of scales. This study analyzed composite reliability, convergent validity and discriminant validity to finalize items for scales. The authors also validated the hypotheses based on the discriminant validity assessment scores.

Authors' key research findings are that academic stimulus, campus infrastructure and student intent play a significant role in campus culture and events design and experience at campus. Authors were able to bring out 16 key constructs and 55 critical dimensions vital to global education services brand building. This study also adapted and validated 99 items that meet construct validity and composite reliability criteria. This study also highlights that constructs such as student intent, academic stimulus, campus infrastructure scalability, selection mechanism, pedagogical content knowledge, brand identity, events experience and campus culture play a vital role in global brand recognition.

The authors' work is fairly generalizable to education services and the higher education sector. However, this study must be extrapolated and empirically validated in other industry sectors. The research implications of this study are that it aided the authors in building theoretical background for student brand loyalty theory, student expectation theory and study loyalty theory. This study adds to the body of knowledge by contributing to theoretical concepts on students, knowledge culture, events, infrastructure and branding. Researchers can adopt the scales proposed in this study to build research models in higher education branding. This study acts as a catalyst for building theories in education services areas. Researchers can delve deep into proposed research aspects of campus infrastructure, knowledge infrastructure, campus knowledge culture, events design and events experience.

This study aids educators and brand managers to develop global education services and optimize their effort and budget. Administrators in the education services sector must focus on practical aspects of student perception, campus infrastructure, culture and events experience. Practically administrators can reorient their efforts based on this study to achieve global brand recognition.

This study highlights that students are not customers but are co-creators of value in the education sector. This study provides scales and dimensions needed to build co-creation frameworks and models.

Most research in higher education branding has not covered wider aspects of global brand building. Existing theories proposed in higher education and education services articles cover only narrower aspects of campus infrastructure, culture, events design and branding. This study presents a comprehensive list of critical factors that play a vital role in global knowledge brand building. This study highlights the constructs and scales integral to building a global education services brand.

The present study, by using signaling perspective aims to investigate short-term valuation impact of rebranding announcements (with name change) on stock performance of 160 service firms listed on NSE NIFTY-500 over the period of 2000–2019.

An event study methodology is used to estimate the cumulative abnormal returns (CARs) and its statistical significance is tested with both parametric and non-parametric test-statistics. Separate analysis has been conducted for firms with “major vs minor” and “restructuring vs non-restructuring” name change.

Findings of the study suggest that rebranding decisions are negatively associated with abnormal returns around the announcement period indicating strong disapproval of name change event. In addition, investors formed strong adverse opinion for major name change firms as compared to minor name change firms. Further, restructured name change sample document larger negative drift than non-restructured sample.

Findings offer substantial repercussions for shareholders who can make informed judgments about name change as a signal of reinventing brand identity. Managers should announce detailed rationale behind name change decision to market for enhancing corporate reputation.

This study contributes to marketing-finance interface literature and is first to examine market reaction to name change of Indian service firms and moreover, made a distinction between major vs minor and restructured vs non-restructured name change events for these firms.

This paper aims to design, develop and validate an instrument to measure employer branding by considering existing employee perceptions.

In this systematic research, the predominant factors of employer branding are identified through Pareto analysis; using structured questionnaire information and data collected from 423 employees. The number of items and dimensions was reduced by conducting exploratory factor analysis (EFA) and validated extracted dimensions using confirmatory factor analysis (CFA) using statistical software (SPSS-21). The designed scale was verified by applying relevant statistical techniques, including a multicollinearity test, construct validity, content validity, divergent validity, convergent validity and reliability test. Structural equation modeling (SEM) was performed using AMOS, to explore the interrelationship between the dimensions of the scale.

Considering the perception of existing employees, seven factors along with 24 items scale were designed and developed to measure the employer branding. The identified seven factors are; career development opportunities; compensation and benefits; corporate social responsibility; training and development; work environment; organizational culture; and work-life balance. The proposed model explains a total variance of 70.35% and the model fit indices are within the acceptable range, validity and statistical reliability are established for seven dimensions of employer branding.

Employer branding is studied from existing employee perspective by collecting responses from the employees of the IT sector only.

This validated scale is valuable for practitioners and academicians. The proposed dimensions in the scale may help practitioners explore the impact on the outcomes of organizations such as employee commitment, employee retention, employee satisfaction and total productivity. This novel instrument helps to measure employees' perception of their employers. Further, the authors identify the gaps and accordingly plan strategies to attract and retain the talented workforce.

The authors believe that this novel measuring instrument is comprehensive and the first of its kind. Employer branding has been modeled using SEM analysis by considering the perceptions of the present employees.

This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.

Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.

The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).

Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.

The primary purpose of this research is to conceptualise and validate the comprehensive framework for effectively measuring and managing employee-based brand equity (EBBE) benefits. The study endeavours to integrate professional and socio-emotional facets of employees' into the proposed model, lending it a more holistic approach.

The study focusses on the banking sector in Kosovo, employing structural equation modelling to analyse data from a sample of 325 employees.

Both professional and socio-emotional perspectives significantly influenced brand knowledge, positively impacting EBBE benefits such as employee satisfaction, retention and positive word of mouth (WOM). These findings provide empirical support for the theoretical assumptions concerning the role of professional and socio-emotional perspectives in building EBBE.

Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.

The study offers practical implications for the banking industry and similar contexts, suggesting robust internal marketing strategies prioritising professional development and socio-emotional connectivity. Theoretically, this research could bridge marketing and organisational behaviour theories by highlighting employees' role in building brand equity. Moreover, it might expand the social identity theory within an organisational context, emphasising employees' identification with the brand as a crucial element.

The paper presents an original contribution to the field of brand equity research by proposing and validating a novel framework for EBBE that uniquely integrates both professional and socio-emotional dimensions of employees' experiences. This approach is particularly innovative within the context of the banking sector, offering new empirical insights.

This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success of hotels.

A single cross-sectional design is used in the study, with a total of 277 Generation Z and 299 Older generation travellers surveyed directly at three different tourist destinations in India. The PLS-SEM approach is used to analyse the data.

The study’s findings showed that among Generation Z travellers, factors such as collectivism, brand identification and brand prestige play a significant role in shaping green brand loyalty towards hotels. Furthermore, we noted that collectivism directly influences brand prestige and identification. Conversely, for the older generation, the study did not substantiate the impacts of collectivism on green brand loyalty nor the relationship between brand identification and green brand loyalty.

This study uniquely contributes to the literature by revealing generational differences in the influence of collectivism and brand factors on green brand loyalty within the Indian hotel industry.

本研究探讨了集体主义、品牌声望和品牌认同对印度 Z 世代和老一代旅行者绿色品牌忠诚度的影响。 忠诚的消费者对于酒店的长期成功至关重要。

该研究采用单一横断面设计, 直接在印度三个不同的旅游目的地对总共 277 名 Z 世代和 299 名老一代旅行者进行了调查。 PLS-SEM 方法用于分析数据。

研究结果表明, 在 Z 世代旅行者中, 集体主义、品牌认同和品牌声望等因素在塑造酒店绿色品牌忠诚度方面发挥着重要作用。 此外, 我们注意到集体主义直接影响品牌声誉和认同。 相反, 对于老一代人来说, 该研究没有证实集体主义对绿色品牌忠诚度的影响, 也没有证实品牌认同与绿色品牌忠诚度之间的关系。

这项研究揭示了集体主义和品牌因素对印度酒店业绿色品牌忠诚度影响的代际差异, 对文献做出了独特的贡献。

Este estudio examina la influencia del colectivismo, el prestigio de la marca y la identificación de la marca en la lealtad a la marca ecológica entre la Generación Z y los viajeros de la generación anterior en la India. Los consumidores leales son esenciales para el éxito a largo plazo de los hoteles.

En el estudio se utiliza un diseño transversal único, con un total de 277 viajeros de la Generación Z y 299 de la Generación Mayor fueron encuestados directamente en tres destinos turísticos diferentes en la India. El enfoque PLS-SEM se utiliza para analizar los datos.

Los hallazgos del estudio mostraron que entre los viajeros de la Generación Z, factores como el colectivismo, la identificación de marca y el prestigio de la marca juegan un papel importante en la configuración de la lealtad hacia las marcas ecológicas hacia los hoteles. Además, observamos que el colectivismo influye directamente en el prestigio y la identificación de la marca. Por el contrario, para la generación mayor, el estudio no corroboró los impactos del colectivismo en la lealtad a la marca verde, ni la relación entre la identificación de marca y la lealtad a la marca verde.

Este estudio contribuye de manera única a la literatura al revelar diferencias generacionales en la influencia del colectivismo y los factores de marca en la lealtad a las marcas ecológicas dentro de la industria hotelera india.

The purpose of this paper is to assess the suitability of Botschen et al.’s (2017) Brand-driven Identity Development of Places (BIDP) framework to support places in developing their brand-driven identity and offering sustainable tourism models.

This paper applies design science research (DSR) to evaluate the BIDP-framework. A qualitative methodology is used, bringing together findings from four different case studies and from existing academic literature to make relevant suggestions for the improvement of the framework.

The findings indicate that the BIDP-model represents a valid artifact for the development of a brand-driven place identity, but that there is room for improvement.

This paper adopts a DSR approach in a managerial context and shows its validity for evaluating a place branding framework. Moreover, it provides implications not only for managers directly involved in place branding, who can benefit from the model assessment and its suggestions for improvement, but also for tourists and local communities, who will take advantage of more sustainable branding models that better integrate the needs of local actors.

Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking customer-brand identification and self-representation with online brand advocacy (OBA).

Data were gathered from 483 Egyptian and 595 non-Egyptian Aliexpress shopping platform customers, then analyzed using SmartPLS 4.

The multigroup analysis findings revealed that customer interaction and functional/hedonic values sequentially mediated the linkages of customer-brand identification and self-presentation with OBA for Egyptian and non-Egyptian user groups.

The novelty of this study is that it tested and validated customer interaction with the Aliexpress service scale, allowing for reflection on the interactive nature of this platform between Egyptian and non-Egyptian customers. SIT also lends credence to the idea that self-presentation mediates the effect of customer-brand identification on Aliexpress’s OBA, potentially shedding new light on this understudied dimension using a theoretical framework.

The study's primary purpose is to establish the direct and indirect roles of word-of-mouth communication (WOM) in initiating and maintaining consumer loyalty in the bottom of pyramid (BOP) markets in the Indian context. In addition, the study seeks to evaluate the conditions (viz. extent of media usage, brand distribution intensity and brand social connections) under which WOM leads to the initiation and maintenance of consumer brand loyalty.

The study hypotheses were formulated following the social identity theory. Later, a questionnaire-based survey was conducted among 898 rural BOP consumers. Structural equation modelling technique was applied to test the study hypotheses.

Results suggested a positive effect of WOM on brand credibility and self-brand connections-indicative of the initiation of strong cognitive and affective relationships respectively. Brand credibility and self-brand connections also mediated the paths between WOM and brand loyalty-indicative of the maintenance and continuation of strong affect-laden relationships. These indirect relationships were moderated by the extent of media usage, brand distribution intensity and brand social connections.

This is among the first studies that holistically evaluate the role of WOM in developing customer loyalty to rural BOP consumers against the backdrop of the systemic deficiencies in these markets.

The study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing.

This study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing.

The analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification.

This study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.