Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation

Priporas, Constantinos‐Vasilios; Kamenidou, Irene

doi:10.1057/bm.2010.40

Cited by 37 publications

(39 citation statements)

References 44 publications

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“…One part of the articles in this category conceptualise it as reputation (Munisamy, 2014;Sung & Yang, 2009) or image (Baker & Brown, 2007;Brown & Mazarol, 2009;Pampaloni, 2010), whilst others place the distinction and interactions between the two concepts at the heart of their analysis. A final group of articles study the dimensions of branding and its mechanisms (Bennett & Ali-Choudhury, 2009;Mourad & El Karanshawy, 2013;Priporas, 2011).…”

Section: A Typology Of Studiesmentioning

confidence: 99%

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Dumay¹,

Draelants²,

Dahan³

2017

Theory and Method in Higher Education Research

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Organizational identity provides an increasingly large number of researchers with a theoretical lens for examining current transformations of the university. The primary objective of this article is to propose an extensive, systematic overview of the literature published on the subject between 1972 and 2014. The analysis of 120 empirical studies reveals a literature which is rich but dispersed, in theoretical, epistemological and methodological terms alike; thriving since the 2000s, it is mainly US but increasingly globalised. After identifying six main research categories according to the classical distinctions found in the organizational identity literature, we propose a series of avenues for discussion bearing on the status of identity as an indicator of changes at work in the university, their level and depth, the linkage between the concepts of market and institutional field and finally, the epistemological implications of the international nature of this literature.

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Section: A Typology Of Studiesmentioning

confidence: 99%

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Dumay¹,

Draelants²,

Dahan³

2017

Theory and Method in Higher Education Research

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“…Previous studies of student‐choice models have tended to focus on the impact of factors such as price, cost, location, ambience, program choices (Aurand, Gorchels, & Judson, ; Vrontis, Thrassou, & Melanthiou, ), recognition, academic instruction, and campus life (Garfield, Braker, & Graham, ) on students' intent to enroll at specific universities. Priporas and Kamenidou () include reputation among factors that affect intent to enroll, whereas Jevons () appeals to universities to differentiate themselves from competition by promoting their unique offering to attract students, staff, and industries in need of consultancy. This is reverberated by Chapleo () and Mazzarol and Soutar (), who argue that university branding and positioning strategies can help universities create a consistent and accurate image, message, and purpose, which may help create competitive advantage.…”

Section: Introductionmentioning

confidence: 99%

Effect of university heritage and reputation on attitudes of prospective students

Merchant

Rose

Moody

et al. 2014

J of Philanthropy and Mktg

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This study examines the impact of heritage and reputation of nonprofit universities on attitudes of prospective students. Data were collected from 208 community college (preuniversity) students in the USA. Results from structural equations modeling indicate that university heritage positively impacts university reputation, potential students' attitudes, and intentions to pay a tuition premium as well as to recommend the university. Students' nationality moderates the relationships between university heritage, reputation, and attitudes. International students from Asian nations with a longterm orientation exhibit stronger relationships between these variables than domestic students from the USA. These findings add to the nascent and emerging literature on branding of nonprofit higher education institutions and will be of interest to administrators and marketing managers of universities to nurture and extol their university heritage in student recruitment programs, especially in promotional materials targeting international students.

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“…'Reputation of Institution' was found to be a powerful influencing factor in choosing a study destination (Mazzarol & Soutar, 2002), and given that the UK has many highly reputed institutions, this may be one reason in why its popularity, at least in absolute numbers, supersedes Australia and Canada. Correspondingly, Mazzarol and Soutar (2002) highlight the importance that existing knowledge and awareness of a country has on students' decision making, and there are studies (Pilsbury, 2007;Priporas & Kamenidou, 2011) that support this point, as they demonstrate how students and their families are heavily influenced by branding, in which respect Oxbridge is widely recognised. Furthermore, Binsardi and Ekwulugo (2003) discovered that the UK is a favourite choice for some students because of the shorter degree duration of UK education, compared with other countries such as the United States.…”

Section: The Three Stagesmentioning

confidence: 98%

Are Postgraduate Students ‘Rational Choosers‘? An Investigation of Motivation for Graduate Study Amongst International Students in England

Mowjee

2013

Research in Comparative and International Education

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In England, since the 1980s, neo-liberalism has dominated political discourse, and its effects have been extending into the higher-education landscape, challenging traditional conceptions of the university as serving the public good and driving them towards becoming corporate entities selling private commodities. This change has created an underlying tension within the public realm, as policies are being reduced to economic calculation. Currently, the system assumes the student to function as 'rational economic man', that is, as a self-interested, rational, economically driven optimiser and the university to operationalise as an anthropomorphised corporation, each having vested economic interests in the other. This study aims to delve into this 'friction' in the context of postgraduate, international students by exploring whether their motivations diverge from policy goals, therefore possibly reflecting the purported conflict of interests running through public debates. The findings indicate that students' decision-making processes are multi-faceted and complex, far more than policies take into consideration. Whilst students are driven by 'rational' motives, these are most often combined with 'non-rational' factors, therefore calling into question the current trajectory that higher education in England is lending itself towards, namely a neo-liberal agenda.

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Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation

Cited by 37 publications

References 44 publications

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Organizational Identity of Universities: A Review of the Literature from 1972 to 2014

Effect of university heritage and reputation on attitudes of prospective students

Are Postgraduate Students ‘Rational Choosers‘? An Investigation of Motivation for Graduate Study Amongst International Students in England

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