Priporas, C.; Kamenidou, I.

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

Article

Priporas, C. and Kamenidou, I. 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. https://doi.org/10.1057/bm.2010.40

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Type	Article
Title	Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation
Authors	Priporas, C. and Kamenidou, I.
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.
Research Group	Strategic Marketing, Consumer Behaviour and Branding/Identity group
Publisher	Palgrave Macmillan
Journal	Journal of Brand Management
ISSN	1350-231X
Deposited	25 Sep 2012
Output status	Published
Digital Object Identifier (DOI)	https://doi.org/10.1057/bm.2010.40
Language	English

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