Beyond the brochure: How experiential marketing shapes perceptions of school attractiveness in urban areas

This study examines the impact of school marketing strategies on parents' perceived attractiveness of schools, focusing on the mediating role of the feeling of being welcome. We analyzed 510 parent questionnaires using Structural Equation Modeling and Cluster Analysis, finding that one-way dissemination materials and interactive social networking affect parents' perceptions differently. Feeling welcomed mediates the relationship between parents and schools, while parents' value orientations towards schooling fall into three profiles. Our findings suggest that schools should tailor marketing strategies to engage different types of parents, accommodating their diverse needs through individualized interactions. The model confirms experiential marketing's impact on parental perceptions. The cluster analysis emphasizes the complex relationship between parents' educational priorities and their view of marketing strategies. Copyright © 2024 AERA.