希腊商学院的考研学生对英国大学的品牌和品牌声誉的看法【外文翻译】.doc

1、外文翻译原文PERCEPTIONSOFPOTENTIALPOSTGRADUATEGREEKBUSINESSSTUDENTSTOWARDSUKUNIVERSITIESBRANDANDBRANDREPUTATIONMATERIALSOURCEJOURNALOFBRANDMANAGEMENT（2011）VOL18,4/5,264273AUTHORCONSTANTINOSVASILIOSPRIPORAS，IRENEKAMENIDOUABSTRACTTHEPURPOSEOFTHISSTUDYISTOEXPLORETHEIMPORTANCEOFUKBUSINESSSCHOOLSBRANDREPUTATIO

2、NASACRITERIONOFCHOICEFORPOSTGRADUATESTUDIESBYGREEKUNIVERSITYSTUDENTSTHERESEARCHWASEXPLORATORYINNATUREANDDATAWASCOLLECTEDBYCARRYINGOUTSEMISTRUCTUREDINDEPTHINTERVIEWSWITH27STUDENTSRESPONDENTSIDENTIFIEDTHENAMEASAMAJORBRANDCOMPONENT,ALTHOUGHTHEINTERNATIONALRECOGNITIONOFTHEBSCHOOL,UNIVERSITYSBRANDNAME,SU

3、RVEYRANKINGS,ACCREDITATIONANDHIGHGRADUATIONJOBANDCAREERPROSPECTSWERETHEMOSTIMPORTANTELEMENTSOFTHEBSCHOOLSBRANDREPUTATIONITSEEMSTHATHOMEUNIVERSITYPROFESSORSMIGHTALSOPLAYROLEINTHEFORMATIONOFTHERECOMMENDEDFOREIGNBSCHOOLSBRANDREPUTATIONTHISSTUDYOFFERSEMPIRICALFINDINGSFROMUNIVERSITYBRANDING,WHERESTUDIESA

4、RELIMITED,ANDPARTIALLYCONFIRMSTHEFINDINGSANDCONCLUSIONSOFEARLIERSTUDIESINTHEFIELDKEYWORDSUNIVERSITYBRANDINGBRANDREPUTATIONBSCHOOLSSTUDENTSPERCEPTIONSHIGHEREDUCATIONMARKETINGSERVICESMARKETINGINTRODUCTIONBRANDSARETRADITIONALLYASSOCIATEDWITHCONSUMERGOODS,ASHISTORICALLYBRANDINGASACONCEPTCANBETRACEDBACKT

5、OTHELATENINETEENTHCENTURYWITHTHEDEVELOPMENTOFBRANDEDCONSUMERPRODUCTSSUCHASQUAKEROATSANDGILLETTELOWANDFULLERTON,1994INMODERNTIMES,THETOPICOFBRANDINGINMARKETINGLITERATUREAPPEAREDFORTHEFIRSTTIME60YEARSAGO,WHENBANKSIN1950WROTETHEFIRSTPAPERONBRANDINGBANKS,1950,ANDITHASBECOMETHECOREFOCIOFMODERNMARKETINGKE

6、LLER,1998INADDITION,AUTHORSSUCHASAAKER,DECHERNATONY,KAPFERERANDKELLERCONTRIBUTEDSIGNIFICANTLYTOTHEEVOLUTIONOFBRANDINGTHEORYINPARTICULAR,DECHERNATONYANDHISCOLLEAGUESDECHERNATONYANDRILEY,1999DECHERNATONYANDSEGALHORN,2001,2003A,BDECHERNATONYANDMCDONALD,2003DECHERNATONYETAL,2004PLACEDSPECIALEMPHASISONDE

7、VELOPINGTHEBRANDCONCEPTINSERVICESAAKER1991,P7DEFINEDABRANDASADISTINGUISHINGNAMEAND/ORASYMBOLSUCHASLOGO,TRADEMARK,ORPACKAGEDESIGNINTENDEDTOIDENTIFYTHEGOODSORSERVICESOFONESELLERORGROUPOFSELLERS,ANDTODIFFERENTIATETHOSEGOODSORSERVICESFROMCOMPETITORSWHOWOULDATTEMPTTOPROVIDEPRODUCTSTHATAPPEARTOBEIDENTICAL

8、RECENTLY,DECHERNATONY2009,P104DEFINEDABRANDASACLUSTEROFVALUESTHATENABLESAPROMISETOBEMADEABOUTAUNIQUEANDWELCOMINGEXPERIENCETODAY,STRONGBRANDSPLAYANESSENTIALROLEINMARKETINGSTRATEGY,ANDAREINCREASINGLYBEINGSEENASVALUABLEASSETSANDSOURCESOFDIFFERENTIATIONANDCOMPETITIVEADVANTAGEFORPHYSICALGOODSASWELLASFORS

9、ERVICESASDECHERNATONY2009,P101STATES,ONEOFTHEINITIALROLESOFABRANDISTOATTRACTATTENTIONANDSTANDOUTFROMCOMPETITORSAAKER1996POINTSOUTTHATASTRONGBRANDISTHOUGHTTOADDSALIENCYTOPRODUCTSANDSERVICES,TOIMPARTPERCEPTIONSOFQUALITYANDVALUE,ANDTHEREBYTOCULTIVATEMARKETSHAREANDCUSTOMERLOYALTYALTHOUGHTHELITERATUREREG

10、ARDINGBRANDSANDBRANDINGHASGROWNCONSIDERABLYINRECENTYEARS,VERYFEWSTUDIESHAVEFOCUSEDONBRANDSANDBRANDINGSERVICESMOORTHI,2002HEMSLEYBROWNANDGOONAWARDANA,2007EMPIRICALRESEARCHPAPERSONBRANDINGHIGHEREDUCATIONINSTITUTIONSAREPARTICULARLYLIMITEDBALMERANDLIAO,2007HEMSLEYBROWNANDGOONAWARDANA,2007VRONTISETAL2007

11、WAERAASANDSOLBAKK,2009,CONSIDERINGTHATBRANDINGHASBECOMEASTRATEGICMANAGERIALISSUEFORUNIVERSITIESJEVONS,2006GRAYETAL2003STUDIEDTHEPOSITIONINGOFUNIVERSITYBRANDSINASIANMARKETSBENETTANDALICHOUDHURY2009EXPLOREDPROSPECTIVESTUDENTSPERCEPTIONSOFUNIVERSITYBRANDSALICHOUDHURYETAL2009INVESTIGATEDTHEUNIVERSITYBRA

12、NDCOMPONENTSBASEDONUNIVERSITYMARKETINGDIRECTORSVIEWSSHAHAIDAETAL2009PROPOSEDACONCEPTUALMODELOFBRANDBUILDINGFORBUSINESSSCHOOLSININDIA,ALTHOUGHCONSIDERABLEWORKONUNIVERSITYBRANDINGHADALREADYBEENDONEBYCHAPLEO2004,2005,2007,2008INLIGHTOFTHEFACTTHATBRANDINGACADEMIAISARELATIVELYNEWRESEARCHAREAATINTERNATION

13、ALLEVEL,THEVASTMAJORITYOFTHERESEARCHBEINGCONCENTRATEDINUKACADEMIA,ANDONANATIONALBASISINGREECENORESEARCHHASBEENFOUNDFOCUSINGONUNIVERSITYBRANDING,THISCONSTITUTESADESIRABLETOPICTHEREFORE,THEFINDINGSOFTHISSTUDYCOULDBEOFVALUETOBOTHACADEMICIANSANDMARKETINGPRACTITIONERS,BECAUSEOFTHECHALLENGESFACEDINOPERATI

14、NGINACHANGINGGLOBALIZEDACADEMICENVIRONMENTTHEGENERALPURPOSEOFTHISARTICLEISTOCONTRIBUTETOTHELIMITEDRESEARCHINTHEAREAOFUNIVERSITYBRANDINGINTHISCONTEXT,THEAIMOFTHISARTICLEISTOINVESTIGATETHEIMPORTANCEOFTHEUKBUSINESSSCHOOLSBRANDREPUTATIONASACRITERIONOFCHOICEFORPOSTGRADUATESTUDIESBYGREEKUNIVERSITYSTUDENTS

15、THEUNITEDKINGDOMISCONSIDEREDTOBETHEMAJORDESTINATIONFORPURSUINGBOTHUNDERGRADUATEANDGRADUATESTUDIESBYGREEKSTUDENTSFURTHERMORE,THETHREESPECIFICOBJECTIVESOFTHEPRESENTRESEARCHARE1TOEXPLORETHESTUDENTSPERCEPTIONSONBSCHOOLSBRAND2TOIDENTIFYIMPORTANTELEMENTSOFTHEBSCHOOLSBRANDREPUTATION3TOIDENTIFYOTHERFACTORST

16、HATMIGHTINFLUENCETHEBSCHOOLSBRANDANDBRANDREPUTATIONTHEARTICLESTARTSWITHABRIEFLITERATUREREVIEWOFBRANDREPUTATIONANDUNIVERSITYBRANDING,FOLLOWEDBYTHERESEARCHMETHODOLOGYNEXT,THEFINDINGSDISCUSSIONISPRESENTEDFINALLY,THECONCLUSIONSANDTHELIMITATIONSOFTHERESEARCHAREPRESENTED,ANDRECOMMENDATIONSAREGIVENFORFURTH

17、ERRESEARCHLITERATUREREVIEWBRANDREPUTATIONTHEIMPORTANCEOFBRANDREPUTATIONINMARKETINGSTRATEGYISWELLRECOGNIZEDINMARKETINGLITERATURERECENTSTUDIESINTHEFIELDHAVESHOWNTHEIMPACTOFBRANDREPUTATIONONPRODUCTSALESWARDANDMICHAEL,2000WARDANDOSTROM,2003ROWLEY,2004AAKERANDKELLER1990DEFINEDBRANDREPUTATIONASAPERCEPTION

18、OFQUALITYASSOCIATEDWITHTHENAME,WHEREASDAWARANDPARKER1994ASSERTTHATCONSUMERSCHOOSEAMONGCOMPETINGBRANDSBASEDONBRANDNAME,PRICINGANDCOMPANYREPUTATIONASSIGNSOFPRODUCTQUALITYREPUTATIONISONEOFTHEPRIMARYCONTRIBUTORSTOPERCEIVEDQUALITYOFTHEGOODSCARRYINGTHEBRANDNAMEORGANIZATIONSTHATIS,UNIVERSITIESANDHOSPITALS,

19、COMPANIESANDBRANDSWITHAGOODREPUTATIONARELIKELYTOATTRACTMORECUSTOMERSINDIVIDUALSFORMPOSITIVEVIEWSONLYFORTHEBRANDSTHEYPERCEIVECREDIBLETOBESUCCESSFULANDHENCEPROFITABLE,BRANDSSHOULDHAVEAPOSITIVEREPUTATIONHERBIGANDMILEWICZ,1995CUSTOMERANTICIPATIONTHATABRANDWILLMEETTHEIREXPECTATIONSISFORMEDBYITSEXISTINGRE

20、PUTATIONCUSTOMERSWILLNOTPERCEIVEABRANDASRELIABLEANDCREDIBLEWHENITDOESNOTDELIVERWHATITPROMISESHERBIGANDMILEWICZ,1995BRANDREPUTATIONOCCURSPRIMARILYTHROUGHTHESIGNALSTHATPRODUCERSSENDTOTHEMARKET,ANDTHEDEGREETOWHICHTHEORGANIZATIONALTACTICSSUPPORTTHEMARKETINGSIGNALSHERBIGANDMILEWICZ,1995REPUTATIONISCONSID

21、EREDTOBEAVALUEDASSETCHILESANDMCMACKIN,1996,ANDISGENERALLYASSOCIATEDWITHTHENAMEOFTHECOMPANYAAKERANDKELLER,1990FOREXAMPLE,THEMAYOCLINICISCONSIDEREDTOBEASUCCESSFULEXAMPLEOFPOWERFULBRANDREPUTATIONBEYONDITSLOCALMARKETMAINLYBECAUSEOFPOSITIVEWORDOFMOUTHANDPOWERFULCUSTOMERLOYALTYBERRYANDBENDAPUDI,2003,INDIC

22、ATINGTHATINTHECORPORATEWORLDREPUTATIONISONEOFTHEMAJORFACTORSTHATSTRONGLYAFFECTSCONSUMERPURCHASEDECISIONSKOWALCZYKANDPAWLISH,2002ACCORDINGTOVELOUTSOUANDMOUTINHO2009,THEMANAGEMENTOFBRANDREPUTATIONISCONTINUAL,ASTHEDEVELOPMENTOFBRANDREPUTATIONMEANSMORETHANKEEPINGCUSTOMERSSATISFIEDITISSOMETHINGACOMPANYEA

23、RNSOVERTIME,ANDREFERSTOHOWVARIOUSAUDIENCESEVALUATETHEBRANDBRANDREPUTATIONISOFGREATIMPORTANCEINTHESERVICESSECTOROWINGTOITSINTANGIBILITYANDDIFFICULTYINEVALUATINGITSQUALITYANDPERFORMANCEHERBIGANDMILEWICZ,1995SHENKARANDTUCHTMANYAAR,1997SAXTON,1998PAPASOLOMOUANDVRONTIS,2006HOWEVER,DIBBANDSIMKIN1993,ANDKA

24、PFERER1992POINTOUTTHATBRANDINGCULTUREISNOTSTRONGLYESTABLISHEDINSERVICEORGANIZATIONSACCORDINGTOBERRYETAL1988,INTHESERVICESECTORSTHECOMPANYNAMEISTHEBRANDNAME,ANDSERVICESDONOTLENDTHEMSELVESTOINDIVIDUALBRANDINGINTHEWAYTHATTHEWAYPHYSICALGOODSDOTURLEYANDMOORE,1995BRANDINGUNIVERSITYAUNIVERSITYSBRANDISDEFIN

25、EDBYBENNETTANDALICHOUDHURY2009,PP8586ASAMANIFESTATIONOFTHEINSTITUTIONSFEATURESTHATDISTINGUISHITFROMOTHERS,REFLECTITSCAPACITYTOSATISFYSTUDENTSNEEDS,ENGENDERTRUSTINITSABILITYTODELIVERACERTAINTYPEANDLEVELOFHIGHEREDUCATION,ANDHELPPOTENTIALRECRUITSTOMAKEWISEENROLLMENTDECISIONSBENNETTANDALICHOUDHURY2009,B

26、YSTUDYINGTHERELEVANTLITERATURE,SUGGESTEDTHATTHECOMPONENTSOFAUNIVERSITYBRANDMAINLYCONSISTOF1ACOLLECTIONOFPROMISESPRESENTEDTOTHEOUTSIDEWORLDCONCERNINGTHEBRANDSBENEFITSTHATIS,HIGHCALIBERFACULTY,CAREERPROSPECTSONGRADUATION,OPPORTUNITIESFORINCAMPUSSOCIALIZATION,SPORTFACILITIESANDSOON2ASETOFDISTINCTIVEFEA

27、TURESTHATDEFINETHEBRANDSINHERENTNATUREANDREALITYTHATIS,UNIVERSITYSMATRICULATIONREQUIREMENTS,STUDENTDROPOUTRATES,WHETHERTHEUNIVERSITYISELITEANDEXCLUSIVERATHERTHANCOMPREHENSIVEANDMASSMARKET,WHETHERITPLACESRESEARCHABOVETEACHINGANDWHETHERITOFFERSDESIRABLEDEGREEPROGRAMS,CAMPUSSAFETY,SECURITYANDSOON,AND,3

28、ANASSORTMENTOFAESTHETICDESIGNATIONSANDEXTERNALCOMMUNICATIONSTHATDESCRIBETHEBRANDTHATIS,NAME,LOGOANDADVERTISEMENTDESIGNSSHAHAIDAETAL2009PROPOSEDACONCEPTUALBRANDBUILDINGMODELFORBSCHOOLS,BASEDONTHE10ATTRIBUTEBRANDREPORTCARDBRCSUGGESTEDBYKELLER2000,WHICHPROVIDESASYSTEMATICWAYFORMANAGERSTOASSESSTHEIRBRAN

29、DSPERFORMANCETHECONCEPTUALMODELSATTRIBUTESAREASFOLLOWS1THEBRANDEXCELSATDELIVERINGTHEBENEFITSCUSTOMERSTRULYDESIRETHEBSCHOOLSSHOULDCONSIDERTHENEEDSOFALLMAJORSTAKEHOLDERSSUCHASSTUDENTS,FACULTYANDCORPORATE2THEBRANDSTAYSRELEVANTTHEBSCHOOLBRANDSHOULDBEEVALUATEDPERIODICALLYINORDERTOENSURETHATTHEBRANDSTAYSR

30、ELEVANT3THEPRICINGSTRATEGYISBASEDONCONSUMERSPERCEPTIONOFVALUETHEDOMINANTVALUEPROPOSITIONOFTHEBSCHOOLSHOULDSATISFYSTUDENTSEXPECTATIONSONALLATTRIBUTESOFTHEBRAND,INCLUDINGCOURSEFEE4THEBRANDISPROPERLYPOSITIONED,ASITISAPARTOFTHESTRATEGICBRANDMANAGEMENTPROCESS5THEBRANDISCONSISTENTFEEDBACKENSURESTHATGAPSAR

31、EIDENTIFIEDEASILYANDBRIDGEDFROMTIMETOTIMETOENSURECONSISTENCY6THEBRANDPORTFOLIOANDHIERARCHYMAKESENSEANALYZINGTHETARGETGROUPSSTUDENTSNEEDSANDPROVIDINGASUITABLEPORTFOLIOOFDEGREESFOREXAMPLE,EXECUTIVEMBA,ONLINEMBAANDMBAINSPECIALIZEDINDUSTRIESSUCHASFINANCIALSERVICES,RETAILINGANDSOON,FORMSTHEHEARTOFSTRATEG

32、ICBRANDMANAGEMENT7THEBRANDMAKESUSEOFANDCOORDINATESAFULLRANGEOFMARKETINGACTIVITIESTOBUILDBRANDEQUITYTOPMANAGEMENTPHILOSOPHY,STRATEGICBRANDMANAGEMENTANDTACTICALBRANDMANAGEMENTAREONTHEBRANDCREATIONSIDETHEMAJORANDMINORSTAKEHOLDERSSATISFACTIONAREONTHEPERCEIVEDBRANDSIDESTUDENTS,FACULTYANDADMINISTRATIVESTA

33、FFPLAYADUALROLEASCOCREATORS,WHICHEMPHASIZESTHEUSEOFAFULLREPERTOIREOFRESOURCESTHATWILLHELPBUILDBRANDEQUITY8THEBRANDSMANAGERSUNDERSTANDWHATTHEBRANDMEANSTOCONSUMERSTHISASPECTOFBRANDMANAGEMENTISADDRESSEDINTHECONSTRUCT,TOPMANAGEMENTPHILOSOPHY,WHERETHEEXPECTATIONSOFMAJORSTAKEHOLDERSFROMTHEBSCHOOLARECONSID

34、EREDWHILEDECIDINGONTHEDOMINANTVALUEPROPOSITION9THEBRANDISGIVENPROPERSUPPORTTHATISSUSTAINEDOVERTHELONGRUNTHROUGHACONTINUOUSEFFORTTOBUILDTHEBSCHOOLBRAND10THECOMPANYMONITORSSOURCESOFBRANDEQUITYTHEEXTERNALVARIABLESSUCHASTECHNOLOGICALUPHEAVAL,NATIONALANDGLOBALCOMPETITIONANDDEMOGRAPHICSHIFTSPRESENTVARIOUS

35、OPPORTUNITIESFORMONITORINGANDIDENTIFYINGSOURCESOFBRANDEQUITYFROMTHEEXTERNALENVIRONMENTEMPHASISONUNDERSTANDINGTHEMAJORSTAKEHOLDERSEXPECTATIONSANDPREFERENCESENSURESTHATSOURCESOFBRANDEQUITYFROMTHEINTERNALENVIRONMENTARERECOGNIZEDSEVERALAUTHORSNAUDANDIVY,1999MELEWARANDAKEL,2005CHAPLEO,2007SUGGESTEDTHATBR

36、ANDINGISPARTICULARLYIMPORTANTFORTHENEWUNIVERSITIESINTHEUKCONTEXTEXPOLYTECHNICSANDFORMERINSTITUTESOFHIGHEREDUCATIONINTERMSOFENHANCINGMARKETAWARENESSAMONGPOTENTIALSTUDENTSANDTHEIRPARENTSANDCAREERSADVISORS,ATTRACTINGHIGHCALIBERFACULTYANDADMINISTRATORS,DIFFERENTIATINGTHEMSELVESFROMRIVALNEWUNIVERSITIESAN

37、DGAININGMARKETSHARETHISINCREASEDBRANDINGACTIVITYINTHENEWUNIVERSITYSECTORHASCONSEQUENTLYLEDTHEOLDERANDMORETRADITIONALINSTITUTIONSTOMARKETTHEMSELVESMOREAGGRESSIVELYTHANINTHEPAST,INORDERTORETAINBOTHMARKETSHAREANDTHEQUALITYOFTHEIRSTUDENTINTAKESASTRONGUNIVERSITYBRANDCANPRODUCETHEBELIEFTHATANINSTITUTIONIS

38、EXCELLENTPALACIOETAL,2002,ANDTHUSTHEYPRESENTTHEMSELVESASATOP,LEADINGORWORLDCLASSUNIVERSITYBELANGERETAL,2002HOWEVER,CHAPLEO2005POINTSOUTTHATONLYAFEWUKUNIVERSITIESHAVEFULLYDEVELOPEDSUCCESSFULBRANDSLIKECOMMERCIALORGANIZATIONS,ANDTHATTHEMOSTIMPORTANTATTRIBUTESOFSUCCESSFULBRANDSAREMARKETINGCOMMUNICATION,

39、REPUTATION,LOCATIONANDPUBLICRELATIONSTEMPLE2006POINTSOUTTHOSEUNIVERSITIESAREUNUSUALORGANIZATIONS,ASCUSTOMERSSTUDENTSDOMOSTOFTHEWORKANDATTHEENDOFTHEPROCESSSHOULDBEDIFFERENTPEOPLEFROMTHEONESWHOFIRSTCAMETOTHEUNIVERSITYHOWEVER,BRANDINGACADEMIAISACONTROVERSIALQUESTIONWAERAASANDSOLBAKK2009POINTOUTTHATMANY

40、AUTHORSAREOPTIMISTIC,SEEINGBRANDINGASANINSTRUMENTFORIMPROVINGCOMPETITIVENESSANDREPUTATION,WHEREASOTHERSEMPHASIZETHATBRANDINGISNOTARATIONALTOOL,BUTJUSTAMYTHORASYMBOLTHATUNIVERSITIESUSETODEMONSTRATECONFORMITYTOTHEIRINSTITUTIONALENVIRONMENTSMETHODOLOGYCONSIDERINGTHELIMITEDNUMBEROFSTUDIESONHIGHEREDUCATI

41、ONUNIVERSITYBRANDING,EXPLORATORYQUALITATIVERESEARCHWASUTILIZEDHEALYANDPERRY2000ANDMAXWELL1996ARGUETHATQUALITATIVERESEARCHPROVIDESRICHERDETAILFOREXPLORINGVIEWPOINTS,ANDALLOWSTHERESEARCHERSTOGAINABETTERINITIALUNDERSTANDINGOFTHEPROBLEM,ASWELLASIDENTIFYPHENOMENAATTITUDEINFLUENCESINADDITION,QUALITATIVERE

42、SEARCHISWELLSUITEDTOTHECHARACTERISTICSANDTHENATUREOFSERVICESGILMOREANDCARSON,1996DATAWASCOLLECTEDBYMEANSOFSEMISTRUCTUREDINDEPTHINTERVIEWSWITH27UNIVERSITIESSTUDENTSMOSTLYFROMTHEINSTITUTIONWHERETHEAUTHORSTEACHTHEQUESTIONNAIREWASBASEDONTHELITERATUREREVIEW,ANDITWASPRETESTEDFORREADABILITYANDCONTENTRELEVA

43、NCYINRELATIONTOSTUDYOBJECTIVESTHEINTERVIEWSTOOKPLACEINFEBRUARYMARCH2009INGREECE,ANDEACHSESSIONLASTEDAPPROXIMATELY3045MINTHESTUDYSSAMPLEWASPURPOSEFUL,WHICHISCONSIDEREDTOBETHEBESTPOSSIBLESAMPLINGTOUSEASITPROVIDESRICHANDINDEPTHINFORMATIONPATTON,1987THESAMPLEWASSELECTEDBASEDONTHEFOLLOWINGCONDITIONSALLTH

44、ESTUDENTSWEREINTHEAPPLICATIONPROCESSORHADAPPLIEDFORPOSTGRADUATESTUDIESINUKBSCHOOLSALLEXPRESSEDTHEIROPINIONSABOUTTHEISSUESUNDERINVESTIGATIONDURINGTHEDISCUSSIONSAPROFESSIONALTAPERECORDERWASUSEDTORECORDTHEDISCUSSION,WITHTHEAUTHORIZATIONOFTHESTUDENTTHEINTERVIEWSWERERECORDEDTOINCREASETHEACCURACYOFDATACOL

45、LECTION,ASITPERMITSTHEINTERVIEWERTOBEMOREATTENTIVETOTHEINTERVIEWEEPATTON,1987ITALSOALLOWEDTHEAUTHORSTOTRANSCRIBEEACHINTERVIEWCOMPLETELY,SOASTOFACILITATETHEPROCESSOFCONTENTANALYSISTHERESEARCHERSALSOTOOKHANDWRITTENNOTESDURINGTHESESSIONSAFTERALLTHEINTERVIEWSWERECOMPLETED,THEDISCUSSIONSWERETRANSCRIBEDTH

46、EOPENENDEDCOMMENTSWERECONTENTANALYZEDANDFORCEDCHOICEANSWERSSTRAIGHTFORWARDLYTABULATEDFINDINGSANDDISCUSSIONDEMOGRAPHICPROFILEOFTHESTUDENTSTHESAMPLEGROUPWEREAGEDBETWEEN2225YEARSOLDTHEMAJORITYOFTHESTUDENTS,15555PERCENTWEREWOMEN,AND12WEREMALERESPONDENTS445PERCENTTHEVASTMAJORITYOFSTUDENTSWERESENIORSTUDEN

47、TSMAJORINGINBUSINESS,ANDONLY274PERCENTWEREBACHELORSDEGREEHOLDERSINENGINEERING16593PERCENTHADAPPLIEDFORPOSTGRADUATESTUDIESINBSCHOOLSINTHEUNITEDKINGDOM,AND11407PERCENTWEREINTHEPROCESSOFAPPLYINGBSCHOOLSBRANDFIRST,THESAMPLEDSTUDENTSWEREASKEDTOSTATEWHATTHEYCONSIDERTOBEABSCHOOLBRANDTHEINTERVIEWDATADEMONST

48、RATESTHATALLTHESAMPLEDSTUDENTSSEEMTOASSOCIATETHEBSCHOOLSBRANDWITHTHESCHOOLSNAME,VERIFYINGTHEIDEATHATINSERVICESTHEBRANDISTHECOMPANYNAMEBERRYETAL,1988THEFOLLOWINGEXTRACTSDEMONSTRATEDTHISVIEWABSCHOOLSBRANDISTHENAMEFOREXAMPLETHEXXXBUSINESSSCHOOLORTHEZZZ,AREPOWERFULANDVERYRESPECTEDNAMESINTERTIARYEDUCATIO

49、NANDINTHEBUSINESSWORLDSTUDENT2IBELIEVEITISTHENAMESINCEITGIVESSTATUSTOTHEDEGREESANDASACONSEQUENCEBETTEROPPORTUNITIESFORJOBEMPLOYMENTANDFORFURTHERSTUDIESPHDSTUDENT18ADIFFERENTKINDOFRESPONSEWASGIVENBYANOTHERSTUDENTMAINLYEXPRESSINGACONCERNFORTHEFUTUREINMYVIEWYOUPAYEXPENSIVEFEESFORTHENAME,WHICHISTHEBRANDINOURCASEHOWEVER,IAMNOTSUREIFADEGREEFROMTHESEBSCHOOLSCANOFFERBETTERVALUEIE,HIGHERSALARYDURINGTHEECONOMICCRISISTHATWEAREEXPERIENCINGSTUDENT27THESERESPONSESSHOWTHEPOWEROFTHENAMEASAFUNDAMENTALBRANDCOMPONENTTHISISUNDERST