“…There are other factors that directly or indirectly determine the overall perception of a university brand such as quality of education, tuition fees, facilities, location, word of mouth and reputation (Simões & Soares, 2010). The factors that influence university selection include the university's overall image and reputation (Byron, 1995;Kent, Lian, Khan, & Anene,,1993;Scott, 2000;Simões & Soares, 2010), international reputation (Mazzarol & Hoise, 1996;Knight, 2000), awareness campaigns (Gauatm, 2011), word of mouth (Kent et al, 1993, Scott, 2000, ranking in the higher education market (Kent et al,1993;Cret, 2011;Mottner & Wymer, 2011), size of the higher education institutions (Kent et al,1993;Scott, 2000), relationship with stakeholders (Scott, 2000), overall quality of the education service (Scott, 2000;Kent et al,1993), tuition fees, relationship with the Alumni and their graduate performance in the labor market (Kent et al, 1993), previous experience with the university and finally the location of the Higher Education Institute (Scott, 2000). From another point of view, Keller (1993) mentioned that the consumers' experience with the education service affects the future selection decision.…”