Research Activities 

Journal Publications

Wilkins, S., Neri, S., & Lean, J. (2019), The role of theory in the business/management PhD: how students may use theory to make an original contribution to knowledge. The International Journal of Management Education, 17(3)

Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019), The acceptance of halal food in non-Muslim countries: effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4), 1308-1331.

Wilkins, S., & Neri, S. (2019), Managing faculty in transnational higher education: expatriate academics at international branch campuses. Journal of Studies in International Education, 23(4), 451-472.

Garcia, E., Moizer, J., Wilkins, S., & Haddoud, M. Y. (2019), Student learning in higher education through blogging in the classroom, Computers & Education, 136(July 2019), 61-74.

He, L., & Wilkins, S. (2019), The return of China’s soft power in South East Asia: an analysis of the international branch campuses established by three Chinese universities. Higher Education Policy, 32(3), 321-337.

Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2019), Product standardisation in the food service industry: post-purchase attitudes and repurchase intentions of non-Muslims after consuming halal food. Journal of Strategic Marketing, 27(3), 210-226.

Neri, S., & Wilkins, S. (2019), Talent management in transnational higher education: strategies for staffing international branch campuses. Journal of Higher Education Policy and Management, 41(1), 52-69.

Wilkins, S., Butt, M. M., & Heffernan, T. (2018), Dual consumer–organisation identification in international alliances and partnerships: consumers’ supportive intentions towards local and foreign firms. Journal of Strategic Marketing, 26(7), 551-567.

Wilkins, S., & Juusola, K. (2018), The benefits and drawbacks of transnational higher education: myths and realities, Australian Universities’ Review, 60(2), 68-76.

He, L., & Wilkins, S. (2018), Achieving legitimacy in cross-border higher education: institutional influences on Chinese international branch campuses in South East Asia. Journal of Studies in International Education, 22(3), 179-197.

Wilkins, S., He, L., Zhu, L., & Elmoshnib, M. (2018), The resilience of the MBA in emerging economies: student motivations for wanting an MBA in China and the United Arab Emirates. Journal of Higher Education Policy and Management, 40(3), 256-271.

Heffernan, T., Wilkins, S., & Butt, M.M. (2018), Transnational higher education: the importance of institutional reputation, trust and student-university identification in international partnerships. International Journal of Educational Management, 32(2), 227-240.

Wilkins, S., Butt, M.M., & Heffernan, T. (2018), International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs. Journal of Marketing for Higher Education, 28(1), 32-50.

Wilkins, S. (2017), Ethical issues in transnational higher education: the case of international branch campuses, Studies in Higher Education, 42(8), 1385-1400. (CABS 3*)

Butt, M.M., Rose, S., Wilkins, S., & ul-Haq, J. (2017), MNCs and religious influences in global markets: drivers of consumer-based halal brand equity. International Marketing Review, 34(6), 885-908. (CABS 3*)

Wilkins, S., Butt, M.M., & Annabi, C.A. (2017), The effects of employee commitment in transnational higher education: the case of international branch campuses. Journal of Studies in International Education, 21(4), 295-314.

Wilkins, S., Butt, M.M., Kratochvil, D. and Balakrishnan, M.S. (2016), The effects of social identification and organizational identification on student commitment, achievement and satisfaction, Studies in Higher Education, 41(12), 2232-2252. (CABS 3*)

Annabi, C. and Wilkins, S. (2016), The use of MOOCs in transnational higher education for accreditation of prior learning, programme delivery, and professional development, International Journal of Educational Management, 30(6), 959-975.

Urbanovič, J., Wilkins, S. and Huisman, J. (2016), Issues and challenges for small countries in attracting and hosting international students: the case of Lithuania, Studies in Higher Education, 41(3), 491-507. (CABS 3*)

Wilkins, S. (2016). Establishing international branch campuses: a framework for assessing opportunities and risks. Journal of Higher Education Policy and Management, 38(2), 167-182.

Wilkins, S., Beckenuyte, C. and Butt, M.M. (2016), Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging or slack filling, European Journal of Marketing, 50(1/2), 213-235. (CABS 3*)

Chee, C.M., Butt, M.M., Wilkins, S. and Ong, F.S. (2016), Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations, Journal of Marketing for Higher Education, 26(1), 86-102.

Wilkins, S. and Huisman, J. (2015), Factors affecting university image formation among prospective higher education students: the case of international branch campuses, Studies in Higher Education, 40(7), 1256-1272. (CABS 3*)

Xiao, J. and Wilkins, S. (2015), The effects of lecturer commitment on student perceptions of teaching quality and student satisfaction in Chinese higher education, Journal of Higher Education Policy and Management, 37(1), 98-110.

Wilkins, S. and Huisman, J. (2015), Stakeholder perspectives on citation and peer-based rankings of higher education journals, Tertiary Education and Management, 21(1), 1-15.

Wilkins, S. and Huisman, J. (2014), Corporate images’ impact on consumers’ product choices: the case of multinational foreign subsidiaries, Journal of Business Research, 67(10), 2224-2230.  (CABS 3*)

Wilkins, S. and Urbanovič, J. (2014), English as the lingua franca in transnational higher education: motives and prospects of institutions that teach in languages other than English, Journal of Studies in International Education, 18(5), 405-425.

Wilkins, S. and Huisman, J. (2013), The components of student-university identification and their impacts on the behavioural intentions of prospective students, Journal of Higher Education Policy and Management, 35(6), 586-598.

Wilkins, S. and Huisman, J. (2013), Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses, Journal of Studies in International Education, 17(5), 607-623.

Urbanovič, J. and Wilkins, S. (2013), Internationalisation as a strategy to improve higher education quality in small states: the case of Lithuania, Higher Education Policy, 26(3), 373-396.

Wilkins, S., Shams, F. and Huisman, J. (2013), The decision-making and changing behavioural dynamics of potential higher education students: the impacts of increasing tuition fees in England, Educational Studies, 39(2), 125-141.

Wilkins, S. (2013), ‘Home’ or away? The higher education choices of expatriate children in the United Arab Emirates, Journal of Research in International Education, 12(1), 33-48.

Wilkins, S. and Balakrishnan, M. (2013), Assessing student satisfaction in transnational higher education, International Journal of Educational Management, 27(2), 143-156.

Wilkins, S., Balakrishnan, M. and Huisman, J. (2012), Student satisfaction and student perceptions of quality at international branch campuses in the United Arab Emirates, Journal of Higher Education Policy and Management, 34(5), 543-556.

Wilkins, S. and Huisman, J. (2012), The international branch campus as transnational strategy in higher education, Higher Education, 64(5), 627-645.

Wilkins, S., Balakrishnan, M. and Huisman, J. (2012), Student choice in higher education: motivations for choosing to study at an international branch campus, Journal of Studies in International Education, 16(5), 413-433.

Wilkins, S. and Huisman, J. (2012), UK business school rankings over the last 30 years (1980-2010): trends and explanations, Higher Education, 63(3), 367-382.

Wilkins, S. and Epps, A. (2011), Student evaluation websites as potential sources of consumer information in the United Arab Emirates, International Journal of Educational Management, 25(5), 410-422.

Wilkins, S. and Meeran, S. (2011), Student performance – university preference model: a framework for helping students choose the right A level subjects, Educational Studies, 37(5), 541-555.

Wilkins, S. and Walker, I. (2011), Applied and academic A-levels: is there really a need for the applied track in UK further education? Journal of Further and Higher Education, 35(4), 461-482.

Wilkins, S. and Huisman, J. (2011), Student recruitment at international branch campuses: can they compete in the global market? Journal of Studies in International Education, 15(3), 299-316.

Wilkins, S. and Huisman, J. (2011), International student destination choice: the influence of home campus experience on the decision to consider branch campuses, Journal of Marketing for Higher Education, 21(1), 61-83.

Wilkins, S. (2011), Who benefits from foreign universities in the Arab Gulf States? Australian Universities’ Review, 53(1), 73-83.

Wilkins, S, Martin, S. and Walker, I. (2010), Exploring the impacts of accelerated delivery on student learning, achievement and satisfaction, Research in Post-Compulsory Education, 15(4), 455-472.

Wilkins, S. (2010), Higher education in the United Arab Emirates: an analysis of the outcomes of significant increases in supply and competition, Journal of Higher Education Policy and Management, 32(4), 389-400.

Wilkins, S. (2002), BVoc and MVoc: a way forward for higher-level NVQs in management? Human Resource Development International, 5(4), 425-445.

Wilkins, S. (2002), The implementation of NVQs in the Sultanate of Oman, Education + Training, 44(3), 144-152.

Wilkins, S. (2002), Human resource development through vocational education in the United Arab Emirates: the case of Dubai Polytechnic, Journal of Vocational Education & Training, 54(1), 5-26.

Wilkins, S. (2001), Management development in the Arab Gulf States – the influence of language and culture, Industrial and Commercial Training, 33(7), 260-265.

Wilkins, S. (2001), An analytical model to assess the efficacy of the British HND programme in the Arabian Gulf region, Assessment & Evaluation in Higher Education, 26(6), 579-591.

Wilkins, S. (2001), Student and employer perceptions of British higher education in the Arabian Gulf region, Research in Post-Compulsory Education, 6(2), 157-174.

Wilkins, S. (2001), Training and development in the United Arab Emirates, International Journal of Training and Development, 5(2), 153-165.

Conference Papers

Wilkins, S. (2019), ‘Marketing strategies for late entry in a mature market’, Frontiers in Service 2019, Singapore, 18-21 July.

Wilkins, S., Butt, M. M., Shams, F., & Pérez, A. (2018), ‘Killing two birds with one stone: targeting a market segment in a mass market – the case of halal food’, 51st Academy of Marketing Conference, Stirling, UK, 2-5 July.

Wilkins, S., Butt, M. M., & Heffernan, T. (2017), ‘Partner evaluation in international alliances: the role of consumer-organization identification’, Academy of International Business Annual Meeting, Dubai, UAE, 2-5 July.

Wilkins, S., Butt, M. M., & Annabi, C. A. (2017), ‘The role of organizational identification in MNEs: employee satisfaction and behavioural intentions at home country and foreign subsidiaries,’ Academy of International Business Annual Meeting, Dubai, UAE, 2-5 July.

Wilkins, S., Butt, M.M., Kratochvil, D. and Balakrishnan, M.S. (2014), ‘Antecedents of student satisfaction in higher education: the role of identification,’ 47th Academy of Marketing Conference, Bournemouth, UK, 7-10 July.

Bachmann, K. and Wilkins, S. (2014), ‘Achieving repeat purchases and positive word of mouth from customers: the influences of consumer-brand identification and brand commitment’, 47th Academy of Marketing Conference, Bournemouth, UK, 7-10 July.

Beckenuyte, C. and Wilkins, S. (2014), ‘Can FMCG producers get away with deceptive packaging and slack filling? An investigation of consumer attitudes and behaviours’, 43rd Annual Conference of the European Marketing Academy, Valencia, Spain, 3-6 June.

Wilkins, S. (2012), ‘Segmentation in the international student market: targeting and satisfying the needs of third culture kids’, 21st International Forum of the ASHE Annual Conference 2012, Las Vegas, US, 14-15 November.

Urbanovič, J. and Wilkins, S. (2012), ‘Reform of higher education in Eastern Europe: the role of internationalisation’, 37th Annual Conference of the Association for the Study of Higher Education (ASHE), Las Vegas, US, 15-17 November.

Wilkins S. and Balakrishnan, M. (2012), ‘Student perceptions of study at international branch campuses: implications for educators and college managers’, 2nd Annual Conference of the Academy of International Business, Middle East and North Africa Chapter, 13-15 January, Zayed University, Dubai, United Arab Emirates. (Shortlisted for ‘Best Paper’ award).

Wilkins S. and Balakrishnan, M. (2011), ‘Why do students choose to study at international branch campuses? Findings from the United Arab Emirates’, 20th International Forum of the ASHE Annual Conference 2011, Charlotte, US, 16 November.

Epps, A. and Wilkins S. (2010), ‘Kiss it better or the kiss of death? Perceptions of student feedback websites in the Emirate of Dubai’, International Conference on Professional, Vocational and Workplace Learning, 23-26 June, Intercollege, Larnaca, Cyprus.

Research funds

2019 – $3,400 (AED 12,500), Research grant awarded by The British University in Dubai, Principal investigator (sole applicant): Stephen Wilkins, Grant number: BUS040.

2018 – $2,300 (AED 8,450), Research grant awarded by Rochester Institute of Technology Dubai, Principal investigator: Stephen Wilkins, Co-investigator: Dr John Ireland.

2017 – $3,000 (AED 11,000), Research grant awarded by The British University in Dubai, Principal investigator (sole applicant): Stephen Wilkins, Grant number: BUS033.

2016  –$30,000 (RNB 200,000) research grant awarded by Yunnan Administration of Foreign Expert Affairs, China, 01/09/16 to 30/08/17, Senior Foreign Expert Grant, Principal investigator: Stephen Wilkins, Co-investigator: Lan He, Grant number: YNG2016005.

2016 – $12,000 (RNB 80,000) research grant awarded by Humanities and Social Science Research Foundation of the Ministry of Education of China, 01/09/16 to 30/08/17, Principal investigator: Lan He, Co-investigator: Stephen Wilkins, Grant number: 16YJCZH029.

2015 – $2,500 (£2,000), Research Facilitation Grant 2015-16, awarded by University of Plymouth, Principal investigator: Elaine Garcia, Co-investigators: Stephen Wilkins, Jonathan Moizer.