Internationally mobile students and their brands: insights from diaries

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.
Biraghi

Internationally mobile students and their brands: insights from diaries

Silvia Biraghi

Università Cattolica del Sacro Cuore

Introduction

Recent years have seen an unprecedented increase in the volume of student mobility for international study (Anderson 2014). At higher education level, by 2005, 2.7 million students were enrolled abroad; by 2010 that figure had nearly doubled (4.1 million) (OECD 2012), and is predicted to rise to 7.2 million by 2025 (Wei 2013). This is a global phenomenon since every country in the world has experienced an expansion in the number of international students in this century (Madge et al.2015). The movement of students...

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