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
TypeArticle
TitlePerceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation
AuthorsPriporas, 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 GroupStrategic Marketing, Consumer Behaviour and Branding/Identity group
PublisherPalgrave Macmillan
JournalJournal of Brand Management
ISSN1350-231X
Publication process dates
Deposited25 Sep 2012
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1057/bm.2010.40
LanguageEnglish
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