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ERIC Number: EJ861694
Record Type: Journal
Publication Date: 2009
Pages: 23
Abstractor: As Provided
ISSN: ISSN-0884-1241
Prospective Students' Perceptions of University Brands: An Empirical Study
Bennett, Roger; Ali-Choudhury, Rehnuma
Journal of Marketing for Higher Education, v19 n1 p85-107 2009
A model of the elements of a university brand was developed together with an instrument for measuring how favorably each of these elements was perceived by a sample of young people who were considering entering university. One hundred and ninety-eight students undertaking pre-university courses in two further education colleges in East London completed a questionnaire designed to assess their evaluations of two out of three post-1992 universities covered by the study. The questionnaire contained sections that explored the promises suggested by a university brand, the objective circumstances of an institution, and its symbolic and external representation. Linkages between the favorability of the sample members' perceptions of the main components of a university's brand and the participants' conative, affective, and cognitive responses (including those related to a university's reputation) were also examined. The model involved a mixture of constructs with formative or reflective indicators and thus was estimated using the technique of partial least squares. (Contains 2 tables and 1 figure.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom (England)