“…While several studies (such as Binsardi & Ekwulugo, 2003;Constantinides & Stagno, 2012;Kotler & Murphy, 1981;Parker, 2013) have explored the effectiveness of marketing programs employed by higher education institutions to increase student enrollment, few have speci cally examined the decision-making processes of Nigerian students when selecting PEPs. Most previous studies have instead focused on identifying factors that in uence perceptions of the quality of private universities, such as brand and advertising, marketing theory, marketing orientation, and service quality (Achua & Alabar, 2014;Mogaji & Jain, 2020;Akintola et al, 2021).…”