Employing Mean-End-Chains theory to explore students’ values from school’s image characteristics - A case study of a business school in Ho Chi Minh City
Abstract:The literature shows that there are studies on students’ choices when enrolling in an institution. The findings from these studies help High Educational Institutions (HEIs) to improve their enrollment. However, not much literature explains how students (as consumers) explain the values they can get from HEIs’ image attributes. The present study employs Mean-End Chain (MEC) theory to explore students’ values by identifying attributes of HEIs images attributes from their perceptions with the following objectives… Show more
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