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College choice and the university brand: exploring the consumer decision framework

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Abstract

Branding in higher education has become increasingly used as a mechanism of differentiation among competitors to attract prospective students. Although branding in higher education is a common phenomenon, little work has been done assessing the college selection process using a brand choice framework. This paper aims to fill the gap by investigating the college selection process using the consumer decision framework specifically addressing the notion of the consideration set. The study employs qualitative research methods and included interviews of incoming first-year students. The findings reveal that the university brands in the consideration set for a student range from one to eight and need not be of the same type of institution. Also, the findings highlight other brand-related constructs that help to move the university from consideration set to ultimately the college of choice.

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Correspondence to Amber L. Stephenson.

Appendix: Semi-structured interview guide

Appendix: Semi-structured interview guide

  1. 1.

    What drew you to this institution?

    1. a.

      Was it your first choice school?

      • If no, what was your first choice school?

    2. b.

      Other schools you considered?

  2. 2.

    How would you describe the school?

    1. a.

      What schools do you compare it to?

    2. b.

      How does the school measure up against those competitors?

  3. 3.

    Can you tell me about the things you’re most looking forward to at this institution?

    1. a.

      Do you think it will be a good fit for you?

  4. 4.

    And what about those things you may be apprehensive about?

  5. 5.

    What are some of your goals for this year?

    1. a.

      Academic goals?

    2. b.

      Personal goals?

  6. 6.

    What are your expectations of the school?

    1. a.

      What are some of the things you feel entitled to as a member of the community?

  7. 7.

    Is there anything that I neglected to ask you that you feel I should know?

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Stephenson, A.L., Heckert, A. & Yerger, D.B. College choice and the university brand: exploring the consumer decision framework. High Educ 71, 489–503 (2016). https://doi.org/10.1007/s10734-015-9919-1

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  • DOI: https://doi.org/10.1007/s10734-015-9919-1

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