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Does branding impact student recruitment: a critical evaluation

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  • Dora E. Bock
  • Sonja Martin Poole
  • Mathew Joseph

Abstract

This study focuses on segmentation feasibility within the private college/university market. There is considerable overlap for private and public college/university students with respect to their consideration criteria; however, previous research suggests that there are some criteria that appear to be differentially important based on the type of student and institution. Therefore, using factors considered by university students in a previous study, the current research sought to further explore the existence of segments within a private university. The findings suggested that three segments of students exist - one segment considers all university criteria as important, another places high importance on the financial aspects of attending a university, and another segment moderately evaluates all university criteria. Implications of the findings are discussed.

Suggested Citation

  • Dora E. Bock & Sonja Martin Poole & Mathew Joseph, 2014. "Does branding impact student recruitment: a critical evaluation," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 11-21, June.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:11-21
    DOI: 10.1080/08841241.2014.908454
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    References listed on IDEAS

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    1. Fernando Angulo & Albena Pergelova & Josep Rialp, 2010. "A market segmentation approach for higher education based on rational and emotional factors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 1-17, June.
    2. L. Jean Harrison-Walker, 2010. "Customer prioritization in higher education: targeting ‘right’ students for long-term profitability," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(2), pages 191-208, December.
    3. Lowrie, Anthony, 2007. "Branding higher education: Equivalence and difference in developing identity," Journal of Business Research, Elsevier, vol. 60(9), pages 990-999, September.
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    Cited by:

    1. Taylor K. Odle, 2022. "Free to Spend? Institutional Autonomy and Expenditures on Executive Compensation, Faculty Salaries, and Research Activities," Research in Higher Education, Springer;Association for Institutional Research, vol. 63(1), pages 1-32, February.
    2. Rima Charbaji El-Kassem & Abdellatif Sellami & Elmogiera Fadlallh Elsaye Elawad, 2018. "Antecedents and consequences of perceived student employability in Qatar: parental perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 575-589, December.
    3. Lucy Esther Kuthea Nguti & Aihie Osarenkhoe & Ruth N. Kiraka, 2021. "A Study of the Relationship between Social Cognitive Factors and Career Choice Satisfaction in the Technology Career Path: A Gendered Perspective," Global Business Review, International Management Institute, vol. 22(4), pages 851-864, August.
    4. Aleksandar Brzaković & Tomislav Brzaković & Darjan Karabašević & Gabrijela Popović & Renata Činčikaitė, 2022. "The Interface between the Brand of Higher Education and the Influencing Factors," Sustainability, MDPI, vol. 14(10), pages 1-22, May.
    5. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    6. 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.
    7. 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.
    8. Dennis, Charles & Papagiannidis, Savvas & Alamanos, Eleftherios & Bourlakis, Michael, 2016. "The role of brand attachment strength in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3049-3057.

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