Journal of Brand Management

, Volume 18, Issue 4–5, pp 264–273

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

Original Article

Abstract

The purpose of this study is to explore the importance of UK business schools’ brand reputation as a criterion of choice for postgraduate studies by Greek university students. The research was exploratory in nature and data was collected by carrying out semi-structured in-depth interviews with 27 students. Respondents identified the name as a major brand component, although the ‘International recognition of the B-school’, ‘University's brand name’, ‘Survey rankings’, ‘Accreditation’ and ‘High graduation job and career prospects’ were the most important elements of the B-schools’ brand reputation. It seems that home university professors might also play role in the formation of the recommended foreign B-schools’ brand reputation. This study offers empirical findings from university branding, where studies are limited, and partially confirms the findings and conclusions of earlier studies in the field.

Keywords

university branding brand reputation B-schools students’ perceptions higher education marketing services marketing 

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010

Authors and Affiliations

  • Constantinos-Vasilios Priporas
    • 1
  • Irene Kamenidou
    • 1
  1. 1.Marketing & Operations Management DepartmentUniversity of MacedoniaEdessaGreece

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