The role of brand orientation in the higher education sector: a student-perceived paradigm

Purpose
The purpose of this paper is to examine the relationship between perceived brand orientation (PBO), satisfaction, loyalty, and post-enrolment communication behaviour in the Australian higher education sector.

Design/methodology/approach
Two hundred and fifty-eight questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between the constructs.

Findings
This study provides empirical evidence that PBO has a positive and significant relationship with all dependent variables. The research reveals that students' perception of a university's brand orientation is significantly related to satisfaction, loyalty, and post-enrolment communication behaviour.

Research limitations/implications
The findings may guide the key decision makers in higher education institutions to understand the importance of brand orientation in their corporate strategy to enhance satisfaction, loyalty, and positive WOM, which can be used to differentiate themselves from other institutions in the highly competitive education market.

Originality/value
Past researchers have not looked into the dynamic relationships between PBO, satisfaction, loyalty, and post-enrolment communication behaviour, and hence research is to be called for in this area. The paper is the first to examine brand orientation from the perspective of the students and provide higher education institutions with recommendations to improve service quality through brand orientation.

External policy influence and higher education reform in Ethiopia : understanding symbolic power of the World Bank

Increasingly national policy processes are intersected with and affected by global policy actors and ideas. In aid-recipient countries such as Ethiopia, donors use financial and non-financial means to influence national policy decisions and directions. This paper is about the non-financial influence of the World Bank (WB) in the Ethiopian higher education policy reform. Using Pierre Bourdieu’s concept of symbolic power as a ‘thinking tool’, the paper aims to shed light on forms of symbolic capital that the Bank uses to generate a ‘misrecognisable’ form of power that regulates the HE policy process in Ethiopia. The findings show that the WB transforms its symbolic capital of recognition and legitimacy to establish a ‘shared misrecognition’ and thereby make its policy prescriptions implicit and hence acceptable to local policy agents. The Bank uses knowledge-based regulatory instruments to induce compliance to its neoliberal policy prescriptions. The paper therefore underscores the value of symbol power as an analytical framework to understand elusive but critical role of donors in policy processes of aid recipient countries.

The 'iPortfolio' : measuring uptake and effective use of an institutional electronic portfolio in higher education

An institutional electronic portfolio called the "iPortfolio" had over 17,000 subscribers one year after its introduction at an Australian university. This paper reports on a study to determine how students use these "iPortfolio" accounts, and factors leading to uptake and effective use. Self-assessed competence with technology skills, factors motivating uptake, and barriers to adoption were examined using an online survey completed by 554 students. Of these, 339 had an "iPortfolio" at the time they completed the survey. Survey results were examined in the context of usage patterns based on data automatically collected for operational and administrative purposes. No statistically significant difference in prior technology use or self-assessed competence with information technology was observed when comparing students with "iPortfolio" accounts to those without. Assessment was found to be the principal driver of "iPortfolio" uptake. However, about two-fifths (42.9%) of students agreed that they were likely to use the "iPortfolio" in the future, even if it was not a course requirement. An additional 29.6% were neutral. Significant use of the "iPortfolio" to reflect on extracurricular activities was not observed. Improved employability outcomes were seen to be a benefit of "iPortfolio" adoption by about half (52%) of the students. Recommendations are made to promote "iPortfolio" uptake and encourage student reflection on "lifewide" experiences that enhance employability and augment learning within the formal curriculum.

Neoliberal policy agendas and the problem of inequality in higher education: the Ethiopian case

Under the influence of the external policy pressure of donors such as the World Bank, higher education in Ethiopia has witnessed a series of institutional and system-wide reforms. This article reviews selected policy documents to show key neo-liberal policy agendas endorsed in the reforms and explicate how they have affected social equity in the subsystem. The analysis shows that higher education reforms in Ethiopia, primarily framed by concerns of economic efficiency, have constrained social equity in two important ways. First, at a discursive level, the problem of inequality is represented as a lack of access and a disadvantage in the human capital formation of the nation. Second, the drive for greater efficiency and reduced costs in the educational provision embedded in the reforms is inconsistent with the need for the financial and political commitments required to benefit marginalised members of the society through relevant equity instruments. If the equity policy provisions should be instrumental in ensuring participation, retention and successful completion, and thereby supporting the social mobility of disadvantaged groups, they need to draw on a broad social justice perspective.

‘Knowledge aid’ as instrument of regulation: World Bank’s non-lending higher education support for Ethiopia

In the context of low-income countries, the role of donors in public policymaking is of great importance. Donors use a combination of lending and non-lending instruments as pathways of influence to shape policy directions in aid-recipient countries. This paper reports some findings from a doctoral study on the role of the World Bank in the recent higher education (HE) policy reform process in Ethiopia. It focuses on the nature and impact of non-lending assistance by the Bank to the Ethiopian HE subsystem. Based on an interpretive policy analysis of sector reviews and advisory activities of the Bank, and selected national HE policy documents, the following findings are highlighted. First, as a ‘knowledge institution’, the World Bank produces, systematises and disseminates knowledge through policy advice, policy reports, analytical sector reviews, and thematic conferences and workshops. Second, knowledge aid from the Bank not only has a profound discursive effect on shaping Ethiopian HE policy reform priorities in accordance with its neoliberal educational agenda but also undermines the knowledge production capacity of the nation. The paper also argues that, for an effective education policy support, the Bank needs to shift its modality of engagement from knowledge aid to research capacity building. 

Structural equation modeling for evaluating the user perceptions of E-learning effectiveness in higher education

A crucial prerequisite for sustainable e-learning is the understanding of learners’ preferences for various pedagogical strategies, technologies, and the management of learning resources. This paper presents an empirical study aiming to empirically test the theoretical (pedagogies, technologies and management) (PTM) model on the preference of learners and on the perceived impact of the effectiveness of e-learning. This study uses structural equation modelling (SEM) to identify the critical dimensions in the PTM model for augmenting the effectiveness of e-learning. This leads to the development of a PTM model with the path coefficients showing weak to strong relationships ranging from 0.15 to 0.42 with acceptable significance levels. The results support the hypothesis that management, technology, resources and metadata ontology dimensions affect the effectiveness of elearning both directly and indirectly through enhancing the management effectiveness of learning resources. However, the result does not support positive influence of pedagogical strategy per se on e-learning effectiveness. The implications of this study indicate the criticality of effective management of learning resources to enhance e-learning effectiveness.

The perceptions of learners on the effectiveness of e-learning in higher education: An empirical study

This paper examines the critical dimensions of the effectiveness of e-learning from the perspective of e-learners within the framework of pedagogy, technology and management of learning resources in higher education. A survey is conducted in an Australian University for exploring the association between the critical dimensions of e-learning and the learners' perceived impact of these dimensions on the e-learning effectiveness using multiple regression analysis. The results show that technology, management of learning resources, metadata and management effectiveness of learning resources positively influence the effectiveness of e-learning in higher education.