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The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems from satisfaction with service augmentation elements. It also examines the influence of brand choice attainment on both satisfaction and participation behaviour.

Drawing on an empirical survey of 238 international students in UK universities, the model was tested using structural equation modelling.

The findings reveal that not all service augmenters are equally important in creating student satisfaction. Campus life and maintenance augmenters are found to be the crucial elements in generating satisfaction for international students. The results also suggest that satisfied students are more likely to participate actively in co-producing the university services compared to dissatisfied students. The effect of brand choice attainment on participation behaviour is mediated by satisfaction.

University administrations might need to prioritize their efforts to put more emphasis on some elements especially crucial for international students and could embellish or deplete the core of education services. The study provides a fresh perspective on segmenting international students based on their brand choice attainment. A superior university experience should be created, particularly for those who did not get into their preferred university, to overcome the disappointment of not studying at the preferred university.

By synthesizing diverse concepts from research on services marketing, branding and HE, this paper contributes theoretically by extending the research on customer participation behaviour into the HE domain. It attempts to address a clear gap between how service literature and HE literature look at “service experience”. The study captures some missing aspects of the “service” in the HE sector (e.g. augmentation aspects). The study also takes the HE literature one step further by identifying the role of brand choice attainment in both satisfaction and students’ participation behaviour.

The purpose of this paper is to provide a solution for greening the supply chain of small and medium enterprises (SMEs) by minimising the vehicular pollutant emission in the logistics network.

The paper proposes an optimisation model to reduce the pollution emission in the logistics of supply chain network in SMEs. The work considers vehicle routing and selection of suppliers, manufacturers and assemblers according to the availability of various Bharat Stage Emission Standards type vehicles. Introsort sorting based selection algorithm is used to solve the problem. The proposed solution is implemented using C++ on an experimental data set for analysing the model.

The outcome of the study is a pollution optimisation model for logistics of SMEs. The finding shows an approach to reduce total vehicular pollution emission in the logistics network in meeting the demand. The model is tested over an experimental study, and the result findings show which supply chain entities, type of environmental standard vehicles and vehicle routes are selected for the specific demand.

The proposed model is confined to pollution optimisation with limited parameters only and does not consider cost and other factors that can be included in future work.

The work can be used for limiting pollution in logistics system as the corporate social responsibility of enterprises.

Proposed work presents a sustainable and green solution for pollution control in logistics activities of the SMEs.

The aim of this paper is to examine the influence of corporate image on shaping the image of its country of origin (hereafter country image).

The authors develop a conceptual framework and a series of propositions, grounded on previous studies on country of origin (COO), image transfer, corporate and place branding.

The framework proposes that the influence of corporate image on country image can be moderated by four individual (country familiarity, corporate familiarity, brand image fit and corporate brand category‐country brand image fit) and two corporate level variables (international visibility and market visibility).

A series of propositions is offered that aims to stimulate empirical research in this topical subject.

Despite increasing acknowledgement of the influence that the image of corporations may exert on the image of their COO, this relationship has been under‐researched. This paper draws insights from theoretical and empirical studies to shed some light on this area. A framework is presented which transcends previous corporate image formation models by looking at the other way of the relationship between corporate image and country image.

This paper examines the differential effects of country‐of‐manufacture information on product beliefs and attitudes for brands with different levels of brand equity. Results show that when there is congruence between brand origin and country of manufacture (e.g. a Sony television that is made in Japan), the latter information has no significant effect on product beliefs and global product attitude. When country‐of‐manufacture information indicates that a branded product is made in a country with a less reputable image than that of the brand origin (e.g. a Sony television that is made in Mexico), the information produces more negative effects on product evaluations for low equity brands than high equity brands. These results can be attributed to two different perceptual processes through which incongruent country‐of‐manufacture information affects product evaluations for brands with different levels of brand equity.

The purpose of this study is to generate knowledge about assessment methods in blended business education, which have become increasingly important to establish sustainable assessment practices that support knowledge acquisition for undergraduate students in business administration at a Colombian university.

For the analysis, a two groups comparison was performed using a nonequivalent control group design with a sample of 420 students. As this study wants to find insights to improve the knowledge on assessment topics in marketing research (MR) education, it was focused on the students from the business administration program. This study also uses individual scores from the state test as prior cognitive scores and the high school classification provided by the National Ministry of Education in Colombia (2012).

It was found that the variables that best predict performance on the MR course examinations were the mathematics skills and reading comprehension scores on the state test. The study also showed a better performance of female students on both assessment methods. There were no significant differences between the assessment methods or among the high school levels.

One of the limitations of this study is the limited number of items on the tests. Additionally, the authors recommend conducting an analysis of the differences between the testing items to provide a detailed explanation of students’ performance when comparing computer-based testing and paper-and-pencil testing.

Further design of teaching material and assessments online and offline, based on local and regional marketing problems, is suggested. As the current text and readings are more oriented to the English-speaking contexts, most of the problems presented are oriented to multinational companies and brands.

Insights into the skills required for future jobs provide valuable guidance (World Economic Forum, 2020). Essential skills for emerging roles, like data scientists, can find robust support within the MR course. To further enrich in-class and online exercises with Excel and SPSS, Colombian educators can leverage data sets obtained from sources like the national statistics office and international market intelligence databases available through the university’s library, including Passport and Statista. Engaging with authentic data sets provides students with a more profound understanding of practical applications in MR.

This approach facilitates the identification of key variables, such as assessment and cognitive abilities in math and reading, which predict students’ knowledge acquisition in MR. It not only offers insights into the relevant factors influencing learning in MR but also provides valuable feedback. Additionally, it suggests potential avenues for future research in this field.

The purpose of this paper is to respond to the call of alternative methodologies for studying household dynamics and aims to contribute to method development in international marketing research.

Based on the Viennese Diary Study, a methodology was developed to study Vietnamese middle-class partners’ decision making. This allows for dyadic analyses and keeping track of the decision and mutual influence history in an emerging market.

The methodology proved suitable to be used in a transitional economy, which is characterized by specific cultural aspects, such as the embeddedness of decisions in close relationships and traditional role specialization.

While the diary method is time and resource-costly with rather small sample size, it allows for detailed insight into everyday decision making. Further research might want to extend participation in the method to the extended family, which is of high importance in collectivistic cultures.

Since partners in a household independently reported their perceptions and behaviours during decision processes each day, the methodology allows for dyadic analyses and keeping track of everyday decision making. In addition, the role in decision making of each spouse can be analysed.

The purpose of this paper is to examine the use of a positive country image (CI) by companies. First, it examines how organisations embed dimensions of a positive country image into their external marketing communications. Second, it examines the alignment between the countries’ image dimensions and those of the company and how company values and actions could act to either use, abuse and detract from an established CI.

A two-part methodology was adopted. Two countries with strong positive CIs were chosen for comparison purposes. Content analysis of web sites, together with interviews with company representatives, were undertaken.

The use of the CI/country-of-origin framework is extended from an extrinsic “made in” cue for consumers, to being part of the value offering of a particular product or service from an organisational perspective is extended. Evidence is structured into a framework of companies which use and/or contribute to the CI.

The two chosen countries both have positive CIs: future research should examine this relationship in countries with different images. The sample size is relatively small and future research should determine the generalisability of the proposed typology.

Generating, communicating and maintaining a CI requires co-ordinated efforts from policy makers but needs to be built on solid foundations of reality: companies using CIs should be cognisant of the alignment between their actions, messages and the CI.

This study extends prior work by examining the relationship between CI, company strategy, products and services offered and the manner in which companies action's can affect CI.

Examines consumers’ perception of brands as influenced by their origins and the differences in classification ability between consumers’ knowledge levels. Specifically, culture‐of‐brand‐origin (COBO) is proposed to have replaced country‐of‐origin (COO) as the most important origin influence regarded by consumers in their perceptions of brands. Culture‐of‐brand‐origin is used to mean the cultural origin or heritage of a brand. Data were gathered from 459 respondents in the Asian city of Singapore; and used to assess Singaporean consumers’ ability to classify the cultural origins of fashion clothing brands. This was compared to their ability to classify the country origins of the same brands. Six brands were used in a between‐subjects design, with three brands of western countries and three of eastern countries. Results indicate that consumers can more readily identify the cultural origin of brands over their country‐of‐origin. Reveals that a consumer’s ability to make this distinction is influenced by the consumer’s perception of how well he/she knows the brand.

The purpose of this study was to characterize fruit properties of pomegranate cultivars grown in South Africa in order to provide information to assist in selecting cultivars for food and industrial purposes, as well as to optimize postharvest handling and processing.

The physical, textural and chemical properties as well as volatile profile and free radical scavenging capacity of eight cultivars (cvs “Acco”, “Arakta”, “Bhagwa”, “Ganesh”, “Herskawitz,” “Molla de Elche”, “Ruby”, and “Wonderful”) were quantified to demonstrate the diversity among the characters of the commercially grown cultivars.

Statistically significant differences were found between cultivars for most of the evaluated characters, primarily highlighting the genetic diversity among the cultivars. The classification of fruit cultivars based on quality traits (such as size, texture, colour, soluble solids, acidity, juiciness and phenolics) showed the great potential of the cultivars for processing and fresh market. The relationship among these quality traits was analysed by principal component analysis (PCA) resulting in the separation of the investigated cultivars into two groups (cluster 1=Ruby, Arakta and Ganesh; Class 2=Bhagwa, Acco and Herskawitz) and two ungrouped cultivars (Molla de Elche and Wonderful). Specific understanding about quality traits of each cultivar was established using the correlation coefficients obtained.

This study provides valuable fundamental information that can be useful for commercial and industrial purposes, as well as the development of optimal postharvest handling and processing parameters for the investigated South African grown pomegranate cultivars.

Diversity, equity and inclusion ideology is the latest appeal of individual compassion, institutional legitimacy and enlightened society. Specific to higher education, diversity, equity and inclusion is an honorable ideology, value and mission. This paper aims to (1) empirically recognize the differences in the level of importance between the university’s and faculty’s diversity, equity and inclusion initiatives, (2) identify the diversity, equity and inclusion outcomes, such as university brand image and student intention to engage postgraduation, (3) uncover the moderating role of university brand preference attainment and (4) validate the mediating role of student identification in diversity, equity and inclusion literature.

A survey of 1,027 usable responses was employed to perform two moderations, four mediations and two confidence interval analyses.

The university’s diversity, equity and inclusion initiatives are significantly more rewarding than the faculty’s diversity, equity and inclusion initiatives for the university brand image and students’ intention to engage postgraduation. Findings uncover the mediating role of student identification and the moderating role of brand preference attainment.

Focusing on diversity, equity and inclusion at the institutional level is more impactful than at the faculty level. In industries where frontline employees have significant autonomy, such as higher education, the positive brand performance outcomes are related to the faculty’s diversity, equity and inclusion awareness, not the faculty’s diversity, equity and inclusion advocacy. Diversity, equity and inclusion initiatives should align with the student’s shared values.

The study relies on institutional theory to underscore the asymmetric importance of the university’s and faculty’s diversity, equity and inclusion initiatives in achieving perceived brand image and engagement.