4,106
Views
47
CrossRef citations to date
0
Altmetric
Articles

Does branding impact student recruitment: a critical evaluation

, &
Pages 11-21 | Received 31 Jul 2013, Accepted 04 Jan 2014, Published online: 19 May 2014

References

  • Angulo, F., Pergelova, A., & Rialp, J. (2010). A market segmentation approach for higher education based on rational and emotional factors. Journal of Marketing for Higher Education, 20(1), 1–17. doi:10.1080/08841241003788029
  • Binsardi, A., & Ekwulugo, F. (2003). International marketing of British education: Research on the students’ perception and the UK market penetration. Marketing Intelligence & Planning, 21(5), 318–327. doi:10.1108/02634500310490265
  • Bowers, T. A., & Pugh, R. C. (1973). Factors underlying college choice by students and parents. Journal of College Student Personnel, 14, 220–224.
  • Bunzel, D. L. (2007). Universities sell their brands. Journal of Product & Brand Management, 16(2), 152–153. doi:10.1108/10610420710740034
  • Cann, C. W., & George, M. A. (2004). Key elements of a successful drive toward marketing strategy making. Journal of Marketing for Higher Education, 13(1–2), 1–15. doi:10.1300/J050v13n01_01
  • Conard, M. J., & Conard, M. A. (2000). An analysis of academic reputation as perceived by consumers of higher education. Journal of Marketing for Higher Education, 9(4), 69–80. doi:10.1300/J050v09n04_05
  • Dawes, P. L., & Brown, J. (2002). Determinants of awareness consideration and choice set size in university choice. Journal of Marketing for Higher Education, 12(1), 49–75. doi:10.1300/J050v12n01_04
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Education.
  • Harrison-Walker, L. J. (2010). Customer prioritization in higher education: Targeting right students for long-term profitability. Journal of Marketing for Higher Education, 20(2), 191–208. doi:10.1080/08841241.2010.526355
  • Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. doi:10.1108/09513550610669176
  • Homburg, C., Droll, M., & Totzek, D. (2008). Customer prioritization: Does it pay off and how should it be implemented? Journal of Marketing, 72(5), 110–130.
  • Iuliana, P., & Mihai, I. D. (2011). Knowing our clients for a better management in higher education services. Journal of Academic Research in Economics, 3(3), 355–362.
  • Joseph, M., Mullen, E. W., & Spake, D. (2012). University branding: Understanding students’ choice of an educational institution. Journal of Brand Management, 20(1), 1–12. doi:10.1057/bm.2012.13
  • Judson, K. M., James, J. D., & Aurand, T. W. (2004). Marketing the university to student-athletes: Understanding university selection criteria. Journal of Marketing for Higher Education, 14(1), 23–40. doi:10.1300/J050v14n01_02
  • Kotler, P., & Keller, K. (2009). A framework for marketing management. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Lockwood, R. C., & Hadd, J. (2007). Building a brand in higher education: Why business practice – particularly brand strategies – are becoming essential in today's universities. Gallup Management Journal Online, Retrieved April 3, 2014, from http://businessjournal.gallup.com/content/28081/Building-Brand-Higher-Education.aspx
  • Lowrie, A. (2007). Branding higher education: Equivalence and difference in developing identity. Journal of Business Research, 60(9), 990–999. doi:10.1016/j.jbusres.2007.01.024
  • Menon, M. E., Saiti, A., & Socratous, M. (2006). Rationality information search and choice in higher education: Evidence from Greece. Higher Education, 54(5), 705–721. doi:10.1007/s10734-006-9019-3
  • Norusis, M. (2003). SPSS 12.0 statistical procedures companion. Upper Saddle River, NJ: Prentice Hall.
  • Okazaki, S. (2006). What do we know about mobile internet adopters? A cluster analysis. Information & Management, 43(2), 127–141. doi:10.1016/j.im.2005.05.001
  • Pugsley, L., & Coffey, A. (2002). Keeping the customer satisfied: Parents in the higher education marketplace. Welsh Journal of Education, 11(2), 41–58.
  • Rindfleish, J. M. (2003). Segment profiling: Reducing strategic risk in higher education management. Journal of Higher Education Policy and Management, 25(2), 147–159. doi:10.1080/1360080032000122624
  • Rogers, G., Finley, D. S., & Patterson, M. (2006). Transformation in higher education: A learner-needs segmentation leads to improved learner satisfaction. Teaching in Higher Education, 11(4), 401–411. doi:10.1080/13562510600874110
  • Waeraas, A., & Solbakk, M. (2009). Defining the essence of a university: Lessons from higher education branding. Higher Education, 57(4), 449–462. doi:10.1007/sl0734-008-9155-z
  • Woo, K., & Fock, K. Y. (2004). Retaining and divesting customers: An exploratory study of right customers at-risk right customers and wrong customers. Journal of Services Marketing, 18(3), 187–197. doi:10.1108/08876040410536495

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.