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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Official URL: http://dx.doi.org/10.1057/bm.2010.40

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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:Middlesex University Schools and Centres > Business School > Leadership, Work and Organisations
Middlesex University Schools and Centres > Business School > International Management and Innovation
ID Code:9355
Deposited On:25 Sep 2012 07:34
Last Modified:02 Jul 2014 11:05

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