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Potential Association Of Private University Branding Effots With Perceptions And Attitudes Of Prospective Students: A Study In Sri Lanka

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Listed:
  • Preethi PERERA

    (Management & Science University, Malaysia)

  • Nalin ABEYSEKERA

    (The Open University, Sri Lanka)

  • Dinesh SAMARASINGHE

    (University of Moratuwa, Sri Lanka)

Abstract

Branding is a key factor that is receiving attention by the private universities in marketing their educational products. It is evident that the perceptions and attitudes of the prospective students could play a vital role in attracting them by these institutions.This study focuses on the prospective students of private universities in Sri Lanka, and it aims to conceptualize such branding efforts and students’ perceptions & attitudes regarding private universities, and to investigate if there could be any potential associations between them. Responses were gathered via an online survey questionnaire, and the results indicate that there are significant positive relationships between branding efforts and students’ attitudes; students’ perceptions and attitudes; and between branding effort and perceptions. Further, students’ perceptions showed a full mediating effect between branding efforts and students’ perceptions.

Suggested Citation

  • Preethi PERERA & Nalin ABEYSEKERA & Dinesh SAMARASINGHE, 2016. "Potential Association Of Private University Branding Effots With Perceptions And Attitudes Of Prospective Students: A Study In Sri Lanka," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 164-179, November.
    • Handle: RePEc:aio:manmar:v:xiv:y:2016:i:2:p:164-179
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    References listed on IDEAS

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    1. Andrea M. Pampaloni, 2010. "The influence of organizational image on college selection: what students seek in institutions of higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 19-48, June.
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    Cited by:

    1. Bălăşescu Marius & Bălăşescu Simona, 2019. "Ways to create an effective positioning of Romanian universities through identity, image and promotion elements," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 47-55, May.

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    More about this item

    Keywords

    marketing; branding; perception; attitudes; selection intention; mediating relationship;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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