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Due to the increasing of number of universities in Thailand might lead to high competitive environment. Therefore, the university image and brand play an important role for student's intention to study at each university. This research aims to identify the factors that influence an individual's perception on image and brand at a practice engineering school. The sample group of 420 high school students who applied for technological university was collected. The descriptive statistics and factor analysis were used to examine the students' perception on university image. The results showed that students' perception on image can be categorized into 3 factors: external characteristic factor, emotional factor and taste and intention Factor.

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Tertiary education has become more competitive in recent years due to reductions in government funding and higher student fees. As the nature of the environment grows more competitive, the role of marketing, previously non‐existent in most universities, has grown significantly. One of the key pieces of information that would assist a university’s marketing effort is an understanding of what determines a student’s university preference. Examines university preference using a form of conjoint analysis, known as adaptive conjoint analysis (ACA), to investigate the importance of a number of attributes to high‐school leavers in Australia. Results indicate that the four most important determinants of university preference were course suitability, academic reputation, job prospects, and teaching quality, which has significance for education managers developing marketing strategies and programs.

Values are assumed to be relatively stable during adulthood. Yet, little research has examined value stability and change, and there are no studies on the structure of value change. On the basis of S. H. Schwartz's (1992) value theory, the authors propose that the structure of intraindividual value change mirrors the circumplexlike structure of values so that conflicting values change in opposite directions and compatible values change in the same direction. Four longitudinal studies, varying in life contexts, time gaps, populations, countries, languages, and value measures, supported the proposed structure of intraindividual value change. An increase in the importance of any one value is accompanied by slight increases in the importance of compatible values and by decreases in the importance of conflicting values. Thus, intraindividual changes in values are not chaotic, but occur in a way that maintains Schwartz's value structure. Furthermore, the greater the extent of life-changing events, the greater the value change found, whereas age was only a marginal negative predictor of value change when life events were taken into account. Implications for the structure of personality change are discussed.

Purpose -Word of mouth (WOM) is becoming increasingly recognized as an important form of promotion, particularly within professional services environments, where credence qualities play a critical role in consumers' choices. The present paper seeks to explore the factors that are likely to enhance the chances that receivers of positive word of mouth might be influenced by such information. Design/methodology/approach -The study examines findings from six focus group discussions and 103 critical incident forms. Findings -The findings suggest that the potential for WOM to impact on perceptions or on actions depends on the nature of the sender-receiver relationship, the richness and strength of the message and its delivery, and various personal and situational factors.Research limitations/implications -The findings are tentative and based on a relatively small sample; however, they provide a useful framework for future research into the process of WOM. Practical implications -The importance of WOM in marketing, particularly professional services marketing, is widely accepted; however, little is known about how to enhance its occurrence. The paper provides marketing managers with a better understanding of the factors likely to influence receivers of WOM. Originality/value -Most WOM research focuses on the sender of WOM. In contrast this paper provides insights on the impact of WOM on the receiver, something that is currently a "black box" in the marketing literature.