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.

This paper outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to test a customer satisfaction model of the drivers of student satisfaction and loyalty in higher education settings. Drawing upon a moderately large sample of students enrolled in four 'types' of Australian universities, the findings suggest that student loyalty is predicted by student satisfaction, which is in turn predicted by the perceived image of the host university. While the perceived quality of ''humanware'' (e.g., people and process) and ''hardware'' (e.g., infrastructure and tangible service elements) has an impact on perceived value, this was found to be weak and indeterminate. Of most importance was the impact of the institution's institutional image, which strongly predicted perceived value, and to a lesser extent student satisfaction. The findings have implications for newer, less prestigious universities seeking to compete in a more deregulated, market driven environment.

This paper draws on the findings of a survey of 315 education institutions from Australia, Canada, New Zealand, the UK and the USA. Respondents were asked to rate their institutions’ overall performance on a series of 17 items that an examination of the literature and previous in‐depth interviews identified as being critical to the success of education institutions seeking to market themselves internationally. A factor analysis of these items identified four underlying dimensions. Promotion and Recruitment, Image and Resources, People and Culture and Coalition and Forward Integration. The relative success of these institutions was then measured using a scale consisting of four indicators relating to: growth in enrolments, demand, short to medium‐term outlook and financial benefits. A logistic regression model was then constructed to identify which of these success factors were possible determinants of institutional success. Two factors, Image and Resources, and Coalition and Forward Integration were found to be significant predictors of market success.

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.

PurposeOrganizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The present study aims to investigate the complexities of the WOM concept and simultaneously examine the triggers that motivate people to offer WOM and the conditions that enhance the chance of WOM occurring.Design/methodology/approachA series of six focus groups were undertaken with consumers, these were supplemented by more than 100 critical incident questionnaires.FindingsTwo key WOM themes, termed “richness of message” and “strength of implied or explicit advocacy”, were identified, as well as various triggers and conditions that affect WOM occurrence.Research limitations/implicationsThe study was based on two kinds of qualitative research, but quantitative research is required to fully test the derived WOM model. Further, the study focused on WOM from a giver's point of view. Research into WOM from a receiver's viewpoint is also needed.Practical implicationsThe present study suggested that WOM activity is more complex than previous research has argued. Managers should consider various WOM facets and, in particular, recognize WOM will be most favorable when it is positive, richly described and conveyed in a strong manner.Originality/valueThe paper developed a WOM model that incorporates these additional themes and provides a basis for future quantitative research into WOM.