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
