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Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities

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International Marketing of Higher Education

Abstract

This chapter challenges the assumption that better ranked universities will always attract more international students. The evidence presented in this study is a strong departure from current educational discourse that focuses on how universities use academic rankings to promote their schools and programmes to prospective students, particularly those from overseas. Grounded in consumer behaviour theory, this chapter shows that students’ regulatory focus will have a great deal to play in terms of their evaluation and ultimately selection (i.e., enrolment) of research versus applied universities.

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Author information

Authors and Affiliations

  1. Curtin University, Perth, WA, Australia

    Rajat Roy & Vik Naidoo

  2. University of Sydney, Sydney, NSW, Australia

    Rajat Roy & Vik Naidoo

Authors
  1. Rajat Roy
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  2. Vik Naidoo
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Editor information

Editors and Affiliations

  1. University of Ontario Institute of Technology, Oshawa, Canada

    Terry Wu

  2. University of Sydney, Sydney, New South Wales, Australia

    Vik Naidoo

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Roy, R., Naidoo, V. (2016). Research or Applied Universities? An Exploratory Qualitative Study of Prospective Student’s Selection of Universities with Different Brand Identities. In: Wu, T., Naidoo, V. (eds) International Marketing of Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54291-5_4

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  • DOI: https://doi.org/10.1057/978-1-137-54291-5_4

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  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-54290-8

  • Online ISBN: 978-1-137-54291-5

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