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 st 2015). The movement of students is now going in all directions (Wei 2013). While traditional destination countries, such as the United States, remain strong magnets for students, new destinations are now competing for a share of internationally mobile students (UNESCO 2014). In the European Union, on average, 7.5% of the European student population is mobile (amounting to more than 1.4 million students) (EC 2015) and Europe is among the top regions hosting the largest number of mobile students (UNESCO 2014).

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