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Prospective Students' Perceptions of University Brands: An Empirical Study

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  • Roger Bennett
  • Rehnuma Ali-Choudhury

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.

Suggested Citation

  • Roger Bennett & Rehnuma Ali-Choudhury, 2009. "Prospective Students' Perceptions of University Brands: An Empirical Study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 85-107, May.
    • Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:85-107
    DOI: 10.1080/08841240902905445
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    References listed on IDEAS

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    1. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
    2. Bennett, Roger, 2007. "Advertising message strategies for encouraging young White working class males to consider entering British universities," Journal of Business Research, Elsevier, vol. 60(9), pages 932-941, September.
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    1. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    2. Claudiu Coman & Maria Cristina Bularca & Angela Repanovici, 2021. "Constructing and Communicating the Visual Identity of a University. Case Study: Visual Identity of Transilvania University of Brasov," Sustainability, MDPI, vol. 13(13), pages 1-16, June.
    3. Syed Alwi, Sharifah Faridah & Kitchen, Philip J., 2014. "Projecting corporate brand image and behavioral response in business schools: Cognitive or affective brand attributes?," Journal of Business Research, Elsevier, vol. 67(11), pages 2324-2336.
    4. Plewa, Carolin & Ho, Joanne & Conduit, Jodie & Karpen, Ingo O., 2016. "Reputation in higher education: A fuzzy set analysis of resource configurations," Journal of Business Research, Elsevier, vol. 69(8), pages 3087-3095.
    5. Sherine El-Fekey & Mohamad Mohamad, 2018. "The Relationship between Graduates’ Perceived Employability Attributes and Employability Gap in Egypt: The Moderating Roles of Core Self-Evaluation and University Branding," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(4), pages 158-158, March.
    6. Jake An & Diem Khac Xuan Do & Liem Viet Ngo & Tran Ha Minh Quan, 2019. "Turning brand credibility into positive word-of-mouth: integrating the signaling and social identity perspectives," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 157-175, March.
    7. Bhuian, Shahid N., 2016. "Sustainability of Western branch campuses in the Gulf Region: Students’ perspectives of service quality," International Journal of Educational Development, Elsevier, vol. 49(C), pages 314-323.
    8. Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2019. "Branding in the public sector: a systematic literature review and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 126-140, March.
    9. Oscar Espinoza & Luis Eduardo González & Luis Sandoval & Noel McGinn & Bruno Corradi, 2022. "The Challenges of the Competencies Model of Teacher Training: Examples from Chile," Journal of Education and Training, Macrothink Institute, vol. 9(2), pages 51-69, August.
    10. Martina Ostojić & Mirna Leko Šimić, 2021. "Students’ Perceptions of Public vs. Private Higher Education Institution Brand Value in Croatia," Sustainability, MDPI, vol. 13(17), pages 1-11, August.
    11. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    12. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    13. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    14. Emma Winter & Helen Thompson-Whiteside, 2017. "Location, location, location: does place provide the opportunity for differentiation for universities?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(2), pages 233-250, July.
    15. AVRAM, Emanuela Maria & AVRAM, Remus Marian, 2011. "Quality Management In Higher Education Institutions," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(2), pages 41-47, June.
    16. Jorge Miguel Lopo Gonçalves Andraz, 2019. "Alumni Commitment to Higher Education Institutions: Determinants and Empirical Evidence," CEFAGE-UE Working Papers 2019_05, University of Evora, CEFAGE-UE (Portugal).
    17. Hutchinson, Michael & Bennett, Gregg, 2012. "Core values brand building in sport: Stakeholder attitudes towards intercollegiate athletics and university brand congruency," Sport Management Review, Elsevier, vol. 15(4), pages 434-447.
    18. Päivikki Kuoppakangas & Kati Suomi & Paul Clark & Chris Chapleo & Jari Stenvall, 2020. "Dilemmas in Re-branding a University—“Maybe People Just Don’t Like Change”: Linking Meaningfulness and Mutuality into the Reconciliation," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 92-105, May.
    19. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.

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