Prospective Students' Perceptions of University Brands: An Empirical Study

Autor/inn/en	Bennett, Roger; Ali-Choudhury, Rehnuma
Titel	Prospective Students' Perceptions of University Brands: An Empirical Study
Quelle	In: Journal of Marketing for Higher Education, 19 (2009) 1, S.85-107 (23 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
Schlagwörter	Educational Environment; Student Characteristics; Higher Education; Student Attitudes; Adult Education; Measures (Individuals); Least Squares Statistics; College Bound Students; Foreign Countries; Questionnaires; Attitude Measures; Affective Behavior; Cognitive Processes; Marketing; Institutional Characteristics; Aesthetics; Advertising; United Kingdom (England) + Suchen Sie Ihr Suchwort? Lernumgebung; Pädagogische Umwelt; Schulumwelt; Hochschulbildung; Hochschulsystem; Hochschulwesen; Schülerverhalten; Adult; Adults; Education; Adult basic education; Adult training; Erwachsenenbildung; Messdaten; Ausland; Fragebogen; Affective disturbance; Active behaviour; Affektive Störung; Cognitive process; Kognitiver Prozess; Ästhetik; Werbung
Abstract	A model of the elements of a university brand was developed together with an instrument for measuring how favorably each of these elements was perceived by a sample of young people who were considering entering university. One hundred and ninety-eight students undertaking pre-university courses in two further education colleges in East London completed a questionnaire designed to assess their evaluations of two out of three post-1992 universities covered by the study. The questionnaire contained sections that explored the promises suggested by a university brand, the objective circumstances of an institution, and its symbolic and external representation. Linkages between the favorability of the sample members' perceptions of the main components of a university's brand and the participants' conative, affective, and cognitive responses (including those related to a university's reputation) were also examined. The model involved a mixture of constructs with formative or reflective indicators and thus was estimated using the technique of partial least squares. (Contains 2 tables and 1 figure.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10