Purpose

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

Design/methodology/approach

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

Findings

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.

Research limitations/implications

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.

Practical implications

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

Originality/value

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.

中文翻译：

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解释品牌知名度和行为意图之间不成功的关系：系列中介研究

目的

本文旨在解释著名国际教育品牌的知名度与招生意向之间不成功的关系。

设计/方法论/途径

使用 PLS-SEM 技术开发并测试了包含感知一致性和品牌态度的系列中介模型，涉及 132 名受访者。

发现

结果显示，国际教育品牌的知名度，随后被认为与未来学生在资源充足性方面的自我形象内在一致，将通过形成所需的品牌态度而产生入学意向。

研究局限性/影响

本文将普遍性作为其局限性，并提出了进行更广泛研究范围的建议。未来的研究可以检查其他变量以增强模型。

实际影响

本文提出了高等教育品牌和营销的理论和管理意义。

原创性/价值

据作者所知，这项研究可能是第一个讨论印度尼西亚国际大学格局的研究。此外，所提出的模型可能是一个合理的框架，用于解释不仅接受国际教育品牌而且接受其他品牌的商品和服务的意图，从而有利于教育和消费者研究。