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

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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.

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Authors and Affiliations

  1. Marketing & Operations Management Department, University of Macedonia, 49 Ag. Dimitriou Street, Edessa, 58200, Greece

    Constantinos-Vasilios Priporas & Irene Kamenidou

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  1. Constantinos-Vasilios Priporas
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  2. Irene Kamenidou
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Correspondence to Constantinos-Vasilios Priporas.

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Priporas, CV., Kamenidou, I. Perceptions of potential postgraduate Greek business students towards UK universities, brand and brand reputation. J Brand Manag 18, 264–273 (2011). https://doi.org/10.1057/bm.2010.40

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  • DOI: https://doi.org/10.1057/bm.2010.40

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