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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