Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/26924
Title: | A value-based transcription of student choices into higher education branding practices | Authors: | Melanthiou, Yioula Thrassou, Alkis Vrontis, Demetris |
Major Field of Science: | Social Sciences | Field Category: | Economics and Business | Keywords: | Student choice;Value;Branding;Business;Global;Higher education;Image;Marketing;Perception management | Issue Date: | 1-Jan-2017 | Source: | Global Business and Economics Review, vol. 19, iss. 2, 2017 | Volume: | 19 | Issue: | 2 | Start page: | 121 | End page: | 136 | Journal: | Global Business and Economics Review | Abstract: | Struggling in an incessantly changing and highly turbulent market environment, higher education institutions (HEIs) are increasingly turning to industry-style business practices to meet their strategic targets, grow or simply survive. Though still a subject of intense discussion, primarily on social and ethical grounds, the phenomenon is both undeniable and irreversible in the foreseeable future, for most countries. In this context, our research a) undertakes an extensive theoretical study into the subject; b) applies a qualitative, interview-based methodological approach to identify the underlying drivers of student choices regarding higher education; c) utilises contemporary marketing theories to transcribe the findings into HEI prescriptive branding and image-construction practices. The research ultimately develops a provisional value-based student choice branding image model towards practical implementation of the findings and directs future research towards validation, development and refinement. | URI: | https://hdl.handle.net/20.500.14279/26924 | ISSN: | 10974954 | DOI: | 10.1504/GBER.2017.082574 | Rights: | © Inderscience | Type: | Article | Affiliation : | University of Nicosia | Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
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