ERIC Number: EJ861694
Record Type: Journal
Publication Date: 2009
Pages: 23
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: N/A
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.)
Descriptors: Educational Environment, Student Characteristics, Higher Education, Student Attitudes, Adult Education, Measures (Individuals), Least Squares Statistics, College Bound Students, Foreign Countries, Questionnaires, Attitude Measures, Affective Behavior, Cognitive Processes, Marketing, Institutional Characteristics, Aesthetics, Advertising
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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)
Grant or Contract Numbers: N/A