IDEAS home Printed from https://ideas.repec.org/a/zag/market/v26y2014i1p109-122.html
   My bibliography  Save this article

Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students

Author

Listed:
  • Usman Ahmad

    (GIFT University, Pakistan)

  • Muhammad Kashif

    (GIFT University, Pakistan)

  • Jessica Eaton

    (SARAC, United Kingdom)

  • Rooma Qadeer

    (GIFT University, Pakistan)

Abstract

The research studies that investigate business school brands from an Asian consumer perspective are scarce. Current study aims at discovering the branding attributes of UK Business Schools that influence Pakistani business students to apply for admission in higher degrees. Following a naturalistic tradition, data has been collected through semi-structured interviews from a sample of 25 students who were planning to study in United Kingdom. The respondents were identified through personal sources and were later selected using the purposive sampling technique. Thematic analysis was performed to generate themes from the collected data. The data analysis generated four dominant themes that influence the choice of a business school in United Kingdom. These are “financial assistance”, “employability”, “brand reputation” and “rankings”. The study is a pioneer work in the field of university branding from a developing country perspective of Pakistan. The research will be useful to British higher education marketers in devising student-centered branding initiatives. It will also benefit the Pakistani academia, as the country can develop business school brands as well by imparting these attributes to better compete with business schools in UK.

Suggested Citation

  • Usman Ahmad & Muhammad Kashif & Jessica Eaton & Rooma Qadeer, 2014. "Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(1), pages 109-122.
    • Handle: RePEc:zag:market:v:26:y:2014:i:1:p:109-122
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/182254
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Rehnuma Ali-Choudhury & Roger Bennett & Sharmila Savani, 2009. "University marketing directors’ views on the components of a university brand," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 6(1), pages 11-33, June.
    2. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
    3. Guillaume Soenen & J. Balmer, 1999. "The ACID test of corporate identity management," Post-Print hal-02312896, HAL.
    4. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.
    5. Hemsley-Brown, Jane & Goonawardana, Shivonne, 2007. "Brand harmonization in the international higher education market," Journal of Business Research, Elsevier, vol. 60(9), pages 942-948, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    3. Kelvin Mukolo Kayombo & Gwebente Mudenda & Burton Mweemba & Janis Nduli, 2020. "Understanding Postgraduate Student Preferences for University Choice in Zambia: The Case of ZCAS University," Journal of Education and Vocational Research, AMH International, vol. 10(2), pages 18-30.
    4. Mats Urde & Stephen A Greyser, 2016. "The Corporate Brand Identity and Reputation Matrix – The case of the Nobel Prize," Journal of Brand Management, Palgrave Macmillan, vol. 23(1), pages 89-117, January.
    5. 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.
    6. Zheng, Ping, 2014. "Antecedents to international student inflows to UK higher education: A comparative analysis," Journal of Business Research, Elsevier, vol. 67(2), pages 136-143.
    7. 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.
    8. Rutter, Richard & Roper, Stuart & Lettice, Fiona, 2016. "Social media interaction, the university brand and recruitment performance," Journal of Business Research, Elsevier, vol. 69(8), pages 3096-3104.
    9. 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.
    10. repec:rau:homkmg:v:1:y:2011:i:3:p:26-33 is not listed on IDEAS
    11. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    12. Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    13. Russell Abratt & Michela Mingione, 2017. "Corporate identity, strategy and change," Journal of Brand Management, Palgrave Macmillan, vol. 24(2), pages 129-139, March.
    14. 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.
    15. 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.
    16. Román, Sergio & Riquelme, Isabel P. & Iacobucci, Dawn, 2023. "Fake or credible? Antecedents and consequences of perceived credibility in exaggerated online reviews," Journal of Business Research, Elsevier, vol. 156(C).
    17. Tony Cooper & Constantino Stavros & Angela R. Dobele, 2019. "The levers of engagement: an exploration of governance in an online brand community," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 240-254, May.
    18. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    19. Philipp Gareis & Tom Broekel, 2022. "The Spatial Patterns of Student Mobility Before, During and After the Bologna Process in Germany," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 113(3), pages 290-309, July.
    20. Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
    21. Andrea Stanaland & May Lwin & Patrick Murphy, 2011. "Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility," Journal of Business Ethics, Springer, vol. 102(1), pages 47-55, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:26:y:2014:i:1:p:109-122. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.