Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation

Priporas, Constantinos-Vasilios and Kamenidou, Irene (2011) Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. Journal of Brand Management, 18 (4/5). pp. 264-273. ISSN 1350-231X

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Abstract

The purpose of this study is to explore the importance of UK business schools' brand reputation as a criterion of choice for postgraduate studies by Greek university students. The research was exploratory in nature and data was collected by carrying out semi-structured in-depth interviews with 27 students. Respondents identified the name as a major brand component, although the 'International recognition of the B-school', 'University's brand name', 'Survey rankings', 'Accreditation' and 'High graduation job and career prospects' were the most important elements of the B-schools' brand reputation. It seems that home university professors might also play role in the formation of the recommended foreign B-schools' brand reputation. This study offers empirical findings from university branding, where studies are limited, and partially confirms the findings and conclusions of earlier studies in the field.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
A. > Business School > International Management and Innovation
A. > Business School > Strategic Marketing, Consumer Behaviour and Branding/Identity group
Item ID: 9355
Useful Links:
Depositing User: Devika Mohan
Date Deposited: 25 Sep 2012 07:34
Last Modified: 18 Apr 2016 13:01
URI: http://eprints.mdx.ac.uk/id/eprint/9355

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