1、外文翻译PERCEPTIONSOFPOTENTIALPOSTGRADUATEGREEKBUSINESSSTUDENTSTOWARDSUKUNIVERSITIESBRANDANDBRANDREPUTATIONMATERIALSOURCEJOURNALOFBRANDMANAGEMENT（2011）VOL18,4/5,264273AUTHORCONSTANTINOSVASILIOSPRIPORAS，IRENEKAMENIDOUABSTRACTTHEPURPOSEOFTHISSTUDYISTOEXPLORETHEIMPORTANCEOFUKBUSINESSSCHOOLSBRANDREPUTATIONA
2、SACRITERIONOFCHOICEFORPOSTGRADUATESTUDIESBYGREEKUNIVERSITYSTUDENTSTHERESEARCHWASEXPLORATORYINNATUREANDDATAWASCOLLECTEDBYCARRYINGOUTSEMISTRUCTUREDINDEPTHINTERVIEWSWITH27STUDENTSRESPONDENTSIDENTIFIEDTHENAMEASAMAJORBRANDCOMPONENT,ALTHOUGHTHEINTERNATIONALRECOGNITIONOFTHEBSCHOOL,UNIVERSITYSBRANDNAME,SURV
3、EYRANKINGS,ACCREDITATIONANDHIGHGRADUATIONJOBANDCAREERPROSPECTSWERETHEMOSTIMPORTANTELEMENTSOFTHEBSCHOOLSBRANDREPUTATIONITSEEMSTHATHOMEUNIVERSITYPROFESSORSMIGHTALSOPLAYROLEINTHEFORMATIONOFTHERECOMMENDEDFOREIGNBSCHOOLSBRANDREPUTATIONTHISSTUDYOFFERSEMPIRICALFINDINGSFROMUNIVERSITYBRANDING,WHERESTUDIESARE
4、LIMITED,ANDPARTIALLYCONFIRMSTHEFINDINGSANDCONCLUSIONSOFEARLIERSTUDIESINTHEFIELDKEYWORDSUNIVERSITYBRANDINGBRANDREPUTATIONBSCHOOLSSTUDENTSPERCEPTIONSHIGHEREDUCATIONMARKETINGSERVICESMARKETINGINTRODUCTIONBRANDSARETRADITIONALLYASSOCIATEDWITHCONSUMERGOODS,ASHISTORICALLYBRANDINGASACONCEPTCANBETRACEDBACKTOT
5、HELATENINETEENTHCENTURYWITHTHEDEVELOPMENTOFBRANDEDCONSUMERPRODUCTSSUCHASQUAKEROATSANDGILLETTELOWANDFULLERTON,1994INMODERNTIMES,THETOPICOFBRANDINGINMARKETINGLITERATUREAPPEAREDFORTHEFIRSTTIME60YEARSAGO,WHENBANKSIN1950WROTETHEFIRSTPAPERONBRANDINGBANKS,1950,ANDITHASBECOMETHECOREFOCIOFMODERNMARKETINGKELL
6、ER,1998INADDITION,AUTHORSSUCHASAAKER,DECHERNATONY,KAPFERERANDKELLERCONTRIBUTEDSIGNIFICANTLYTOTHEEVOLUTIONOFBRANDINGTHEORYINPARTICULAR,DECHERNATONYANDHISCOLLEAGUESDECHERNATONYANDRILEY,1999DECHERNATONYANDSEGALHORN,2001,2003A,BDECHERNATONYANDMCDONALD,2003DECHERNATONYETAL,2004PLACEDSPECIALEMPHASISONDEVE
7、LOPINGTHEBRANDCONCEPTINSERVICESAAKER1991,P7DEFINEDABRANDASADISTINGUISHINGNAMEAND/ORASYMBOLSUCHASLOGO,TRADEMARK,ORPACKAGEDESIGNINTENDEDTOIDENTIFYTHEGOODSORSERVICESOFONESELLERORGROUPOFSELLERS,ANDTODIFFERENTIATETHOSEGOODSORSERVICESFROMCOMPETITORSWHOWOULDATTEMPTTOPROVIDEPRODUCTSTHATAPPEARTOBEIDENTICALRE
8、CENTLY,DECHERNATONY2009,P104DEFINEDABRANDASACLUSTEROFVALUESTHATENABLESAPROMISETOBEMADEABOUTAUNIQUEANDWELCOMINGEXPERIENCETODAY,STRONGBRANDSPLAYANESSENTIALROLEINMARKETINGSTRATEGY,ANDAREINCREASINGLYBEINGSEENASVALUABLEASSETSANDSOURCESOFDIFFERENTIATIONANDCOMPETITIVEADVANTAGEFORPHYSICALGOODSASWELLASFORSER
9、VICESASDECHERNATONY2009,P101STATES,ONEOFTHEINITIALROLESOFABRANDISTOATTRACTATTENTIONANDSTANDOUTFROMCOMPETITORSAAKER1996POINTSOUTTHATASTRONGBRANDISTHOUGHTTOADDSALIENCYTOPRODUCTSANDSERVICES,TOIMPARTPERCEPTIONSOFQUALITYANDVALUE,ANDTHEREBYTOCULTIVATEMARKETSHAREANDCUSTOMERLOYALTYALTHOUGHTHELITERATUREREGAR
10、DINGBRANDSANDBRANDINGHASGROWNCONSIDERABLYINRECENTYEARS,VERYFEWSTUDIESHAVEFOCUSEDONBRANDSANDBRANDINGSERVICESMOORTHI,2002HEMSLEYBROWNANDGOONAWARDANA,2007EMPIRICALRESEARCHPAPERSONBRANDINGHIGHEREDUCATIONINSTITUTIONSAREPARTICULARLYLIMITEDBALMERANDLIAO,2007HEMSLEYBROWNANDGOONAWARDANA,2007VRONTISETAL2007WA
11、ERAASANDSOLBAKK,2009,CONSIDERINGTHATBRANDINGHASBECOMEASTRATEGICMANAGERIALISSUEFORUNIVERSITIESJEVONS,2006GRAYETAL2003STUDIEDTHEPOSITIONINGOFUNIVERSITYBRANDSINASIANMARKETSBENETTANDALICHOUDHURY2009EXPLOREDPROSPECTIVESTUDENTSPERCEPTIONSOFUNIVERSITYBRANDSALICHOUDHURYETAL2009INVESTIGATEDTHEUNIVERSITYBRAND
12、COMPONENTSBASEDONUNIVERSITYMARKETINGDIRECTORSVIEWSSHAHAIDAETAL2009PROPOSEDACONCEPTUALMODELOFBRANDBUILDINGFORBUSINESSSCHOOLSININDIA,ALTHOUGHCONSIDERABLEWORKONUNIVERSITYBRANDINGHADALREADYBEENDONEBYCHAPLEO2004,2005,2007,2008INLIGHTOFTHEFACTTHATBRANDINGACADEMIAISARELATIVELYNEWRESEARCHAREAATINTERNATIONAL
13、LEVEL,THEVASTMAJORITYOFTHERESEARCHBEINGCONCENTRATEDINUKACADEMIA,ANDONANATIONALBASISINGREECENORESEARCHHASBEENFOUNDFOCUSINGONUNIVERSITYBRANDING,THISCONSTITUTESADESIRABLETOPICTHEREFORE,THEFINDINGSOFTHISSTUDYCOULDBEOFVALUETOBOTHACADEMICIANSANDMARKETINGPRACTITIONERS,BECAUSEOFTHECHALLENGESFACEDINOPERATING
14、INACHANGINGGLOBALIZEDACADEMICENVIRONMENTTHEGENERALPURPOSEOFTHISARTICLEISTOCONTRIBUTETOTHELIMITEDRESEARCHINTHEAREAOFUNIVERSITYBRANDINGINTHISCONTEXT,THEAIMOFTHISARTICLEISTOINVESTIGATETHEIMPORTANCEOFTHEUKBUSINESSSCHOOLSBRANDREPUTATIONASACRITERIONOFCHOICEFORPOSTGRADUATESTUDIESBYGREEKUNIVERSITYSTUDENTSTH
15、EUNITEDKINGDOMISCONSIDEREDTOBETHEMAJORDESTINATIONFORPURSUINGBOTHUNDERGRADUATEANDGRADUATESTUDIESBYGREEKSTUDENTSFURTHERMORE,THETHREESPECIFICOBJECTIVESOFTHEPRESENTRESEARCHARE1TOEXPLORETHESTUDENTSPERCEPTIONSONBSCHOOLSBRAND2TOIDENTIFYIMPORTANTELEMENTSOFTHEBSCHOOLSBRANDREPUTATION3TOIDENTIFYOTHERFACTORSTHA
16、TMIGHTINFLUENCETHEBSCHOOLSBRANDANDBRANDREPUTATIONTHEARTICLESTARTSWITHABRIEFLITERATUREREVIEWOFBRANDREPUTATIONANDUNIVERSITYBRANDING,FOLLOWEDBYTHERESEARCHMETHODOLOGYNEXT,THEFINDINGSDISCUSSIONISPRESENTEDFINALLY,THECONCLUSIONSANDTHELIMITATIONSOFTHERESEARCHAREPRESENTED,ANDRECOMMENDATIONSAREGIVENFORFURTHER
17、RESEARCHLITERATUREREVIEWBRANDREPUTATIONTHEIMPORTANCEOFBRANDREPUTATIONINMARKETINGSTRATEGYISWELLRECOGNIZEDINMARKETINGLITERATURERECENTSTUDIESINTHEFIELDHAVESHOWNTHEIMPACTOFBRANDREPUTATIONONPRODUCTSALESWARDANDMICHAEL,2000WARDANDOSTROM,2003ROWLEY,2004AAKERANDKELLER1990DEFINEDBRANDREPUTATIONASAPERCEPTIONOF
18、QUALITYASSOCIATEDWITHTHENAME,WHEREASDAWARANDPARKER1994ASSERTTHATCONSUMERSCHOOSEAMONGCOMPETINGBRANDSBASEDONBRANDNAME,PRICINGANDCOMPANYREPUTATIONASSIGNSOFPRODUCTQUALITYREPUTATIONISONEOFTHEPRIMARYCONTRIBUTORSTOPERCEIVEDQUALITYOFTHEGOODSCARRYINGTHEBRANDNAMEORGANIZATIONSTHATIS,UNIVERSITIESANDHOSPITALS,CO
19、MPANIESANDBRANDSWITHAGOODREPUTATIONARELIKELYTOATTRACTMORECUSTOMERSINDIVIDUALSFORMPOSITIVEVIEWSONLYFORTHEBRANDSTHEYPERCEIVECREDIBLETOBESUCCESSFULANDHENCEPROFITABLE,BRANDSSHOULDHAVEAPOSITIVEREPUTATIONHERBIGANDMILEWICZ,1995CUSTOMERANTICIPATIONTHATABRANDWILLMEETTHEIREXPECTATIONSISFORMEDBYITSEXISTINGREPU
20、TATIONCUSTOMERSWILLNOTPERCEIVEABRANDASRELIABLEANDCREDIBLEWHENITDOESNOTDELIVERWHATITPROMISESHERBIGANDMILEWICZ,1995BRANDREPUTATIONOCCURSPRIMARILYTHROUGHTHESIGNALSTHATPRODUCERSSENDTOTHEMARKET,ANDTHEDEGREETOWHICHTHEORGANIZATIONALTACTICSSUPPORTTHEMARKETINGSIGNALSHERBIGANDMILEWICZ,1995REPUTATIONISCONSIDER
21、EDTOBEAVALUEDASSETCHILESANDMCMACKIN,1996,ANDISGENERALLYASSOCIATEDWITHTHENAMEOFTHECOMPANYAAKERANDKELLER,1990FOREXAMPLE,THEMAYOCLINICISCONSIDEREDTOBEASUCCESSFULEXAMPLEOFPOWERFULBRANDREPUTATIONBEYONDITSLOCALMARKETMAINLYBECAUSEOFPOSITIVEWORDOFMOUTHANDPOWERFULCUSTOMERLOYALTYBERRYANDBENDAPUDI,2003,INDICAT
22、INGTHATINTHECORPORATEWORLDREPUTATIONISONEOFTHEMAJORFACTORSTHATSTRONGLYAFFECTSCONSUMERPURCHASEDECISIONSKOWALCZYKANDPAWLISH,2002ACCORDINGTOVELOUTSOUANDMOUTINHO2009,THEMANAGEMENTOFBRANDREPUTATIONISCONTINUAL,ASTHEDEVELOPMENTOFBRANDREPUTATIONMEANSMORETHANKEEPINGCUSTOMERSSATISFIEDITISSOMETHINGACOMPANYEARN
23、SOVERTIME,ANDREFERSTOHOWVARIOUSAUDIENCESEVALUATETHEBRANDBRANDREPUTATIONISOFGREATIMPORTANCEINTHESERVICESSECTOROWINGTOITSINTANGIBILITYANDDIFFICULTYINEVALUATINGITSQUALITYANDPERFORMANCEHERBIGANDMILEWICZ,1995SHENKARANDTUCHTMANYAAR,1997SAXTON,1998PAPASOLOMOUANDVRONTIS,2006HOWEVER,DIBBANDSIMKIN1993,ANDKAPF
24、ERER1992POINTOUTTHATBRANDINGCULTUREISNOTSTRONGLYESTABLISHEDINSERVICEORGANIZATIONSACCORDINGTOBERRYETAL1988,INTHESERVICESECTORSTHECOMPANYNAMEISTHEBRANDNAME,ANDSERVICESDONOTLENDTHEMSELVESTOINDIVIDUALBRANDINGINTHEWAYTHATTHEWAYPHYSICALGOODSDOTURLEYANDMOORE,1995BRANDINGUNIVERSITYAUNIVERSITYSBRANDISDEFINED
25、BYBENNETTANDALICHOUDHURY2009,PP8586ASAMANIFESTATIONOFTHEINSTITUTIONSFEATURESTHATDISTINGUISHITFROMOTHERS,REFLECTITSCAPACITYTOSATISFYSTUDENTSNEEDS,ENGENDERTRUSTINITSABILITYTODELIVERACERTAINTYPEANDLEVELOFHIGHEREDUCATION,ANDHELPPOTENTIALRECRUITSTOMAKEWISEENROLLMENTDECISIONSBENNETTANDALICHOUDHURY2009,BYS
26、TUDYINGTHERELEVANTLITERATURE,SUGGESTEDTHATTHECOMPONENTSOFAUNIVERSITYBRANDMAINLYCONSISTOF1ACOLLECTIONOFPROMISESPRESENTEDTOTHEOUTSIDEWORLDCONCERNINGTHEBRANDSBENEFITSTHATIS,HIGHCALIBERFACULTY,CAREERPROSPECTSONGRADUATION,OPPORTUNITIESFORINCAMPUSSOCIALIZATION,SPORTFACILITIESANDSOON2ASETOFDISTINCTIVEFEATU
27、RESTHATDEFINETHEBRANDSINHERENTNATUREANDREALITYTHATIS,UNIVERSITYSMATRICULATIONREQUIREMENTS,STUDENTDROPOUTRATES,WHETHERTHEUNIVERSITYISELITEANDEXCLUSIVERATHERTHANCOMPREHENSIVEANDMASSMARKET,WHETHERITPLACESRESEARCHABOVETEACHINGANDWHETHERITOFFERSDESIRABLEDEGREEPROGRAMS,CAMPUSSAFETY,SECURITYANDSOON,AND,3AN
28、ASSORTMENTOFAESTHETICDESIGNATIONSANDEXTERNALCOMMUNICATIONSTHATDESCRIBETHEBRANDTHATIS,NAME,LOGOANDADVERTISEMENTDESIGNSSHAHAIDAETAL2009PROPOSEDACONCEPTUALBRANDBUILDINGMODELFORBSCHOOLS,BASEDONTHE10ATTRIBUTEBRANDREPORTCARDBRCSUGGESTEDBYKELLER2000,WHICHPROVIDESASYSTEMATICWAYFORMANAGERSTOASSESSTHEIRBRANDS
29、PERFORMANCETHECONCEPTUALMODELSATTRIBUTESAREASFOLLOWS1THEBRANDEXCELSATDELIVERINGTHEBENEFITSCUSTOMERSTRULYDESIRETHEBSCHOOLSSHOULDCONSIDERTHENEEDSOFALLMAJORSTAKEHOLDERSSUCHASSTUDENTS,FACULTYANDCORPORATE2THEBRANDSTAYSRELEVANTTHEBSCHOOLBRANDSHOULDBEEVALUATEDPERIODICALLYINORDERTOENSURETHATTHEBRANDSTAYSREL
30、EVANT3THEPRICINGSTRATEGYISBASEDONCONSUMERSPERCEPTIONOFVALUETHEDOMINANTVALUEPROPOSITIONOFTHEBSCHOOLSHOULDSATISFYSTUDENTSEXPECTATIONSONALLATTRIBUTESOFTHEBRAND,INCLUDINGCOURSEFEE4THEBRANDISPROPERLYPOSITIONED,ASITISAPARTOFTHESTRATEGICBRANDMANAGEMENTPROCESS5THEBRANDISCONSISTENTFEEDBACKENSURESTHATGAPSAREI
31、DENTIFIEDEASILYANDBRIDGEDFROMTIMETOTIMETOENSURECONSISTENCY6THEBRANDPORTFOLIOANDHIERARCHYMAKESENSEANALYZINGTHETARGETGROUPSSTUDENTSNEEDSANDPROVIDINGASUITABLEPORTFOLIOOFDEGREESFOREXAMPLE,EXECUTIVEMBA,ONLINEMBAANDMBAINSPECIALIZEDINDUSTRIESSUCHASFINANCIALSERVICES,RETAILINGANDSOON,FORMSTHEHEARTOFSTRATEGIC
32、BRANDMANAGEMENT7THEBRANDMAKESUSEOFANDCOORDINATESAFULLRANGEOFMARKETINGACTIVITIESTOBUILDBRANDEQUITYTOPMANAGEMENTPHILOSOPHY,STRATEGICBRANDMANAGEMENTANDTACTICALBRANDMANAGEMENTAREONTHEBRANDCREATIONSIDETHEMAJORANDMINORSTAKEHOLDERSSATISFACTIONAREONTHEPERCEIVEDBRANDSIDESTUDENTS,FACULTYANDADMINISTRATIVESTAFF
33、PLAYADUALROLEASCOCREATORS,WHICHEMPHASIZESTHEUSEOFAFULLREPERTOIREOFRESOURCESTHATWILLHELPBUILDBRANDEQUITY8THEBRANDSMANAGERSUNDERSTANDWHATTHEBRANDMEANSTOCONSUMERSTHISASPECTOFBRANDMANAGEMENTISADDRESSEDINTHECONSTRUCT,TOPMANAGEMENTPHILOSOPHY,WHERETHEEXPECTATIONSOFMAJORSTAKEHOLDERSFROMTHEBSCHOOLARECONSIDER
34、EDWHILEDECIDINGONTHEDOMINANTVALUEPROPOSITION9THEBRANDISGIVENPROPERSUPPORTTHATISSUSTAINEDOVERTHELONGRUNTHROUGHACONTINUOUSEFFORTTOBUILDTHEBSCHOOLBRAND10THECOMPANYMONITORSSOURCESOFBRANDEQUITYTHEEXTERNALVARIABLESSUCHASTECHNOLOGICALUPHEAVAL,NATIONALANDGLOBALCOMPETITIONANDDEMOGRAPHICSHIFTSPRESENTVARIOUSOP
35、PORTUNITIESFORMONITORINGANDIDENTIFYINGSOURCESOFBRANDEQUITYFROMTHEEXTERNALENVIRONMENTEMPHASISONUNDERSTANDINGTHEMAJORSTAKEHOLDERSEXPECTATIONSANDPREFERENCESENSURESTHATSOURCESOFBRANDEQUITYFROMTHEINTERNALENVIRONMENTARERECOGNIZEDSEVERALAUTHORSNAUDANDIVY,1999MELEWARANDAKEL,2005CHAPLEO,2007SUGGESTEDTHATBRAN
36、DINGISPARTICULARLYIMPORTANTFORTHENEWUNIVERSITIESINTHEUKCONTEXTEXPOLYTECHNICSANDFORMERINSTITUTESOFHIGHEREDUCATIONINTERMSOFENHANCINGMARKETAWARENESSAMONGPOTENTIALSTUDENTSANDTHEIRPARENTSANDCAREERSADVISORS,ATTRACTINGHIGHCALIBERFACULTYANDADMINISTRATORS,DIFFERENTIATINGTHEMSELVESFROMRIVALNEWUNIVERSITIESANDG
37、AININGMARKETSHARETHISINCREASEDBRANDINGACTIVITYINTHENEWUNIVERSITYSECTORHASCONSEQUENTLYLEDTHEOLDERANDMORETRADITIONALINSTITUTIONSTOMARKETTHEMSELVESMOREAGGRESSIVELYTHANINTHEPAST,INORDERTORETAINBOTHMARKETSHAREANDTHEQUALITYOFTHEIRSTUDENTINTAKESASTRONGUNIVERSITYBRANDCANPRODUCETHEBELIEFTHATANINSTITUTIONISEX
38、CELLENTPALACIOETAL,2002,ANDTHUSTHEYPRESENTTHEMSELVESASATOP,LEADINGORWORLDCLASSUNIVERSITYBELANGERETAL,2002HOWEVER,CHAPLEO2005POINTSOUTTHATONLYAFEWUKUNIVERSITIESHAVEFULLYDEVELOPEDSUCCESSFULBRANDSLIKECOMMERCIALORGANIZATIONS,ANDTHATTHEMOSTIMPORTANTATTRIBUTESOFSUCCESSFULBRANDSAREMARKETINGCOMMUNICATION,RE
39、PUTATION,LOCATIONANDPUBLICRELATIONSTEMPLE2006POINTSOUTTHOSEUNIVERSITIESAREUNUSUALORGANIZATIONS,ASCUSTOMERSSTUDENTSDOMOSTOFTHEWORKANDATTHEENDOFTHEPROCESSSHOULDBEDIFFERENTPEOPLEFROMTHEONESWHOFIRSTCAMETOTHEUNIVERSITYHOWEVER,BRANDINGACADEMIAISACONTROVERSIALQUESTIONWAERAASANDSOLBAKK2009POINTOUTTHATMANYAU
40、THORSAREOPTIMISTIC,SEEINGBRANDINGASANINSTRUMENTFORIMPROVINGCOMPETITIVENESSANDREPUTATION,WHEREASOTHERSEMPHASIZETHATBRANDINGISNOTARATIONALTOOL,BUTJUSTAMYTHORASYMBOLTHATUNIVERSITIESUSETODEMONSTRATECONFORMITYTOTHEIRINSTITUTIONALENVIRONMENTSMETHODOLOGYCONSIDERINGTHELIMITEDNUMBEROFSTUDIESONHIGHEREDUCATION
41、UNIVERSITYBRANDING,EXPLORATORYQUALITATIVERESEARCHWASUTILIZEDHEALYANDPERRY2000ANDMAXWELL1996ARGUETHATQUALITATIVERESEARCHPROVIDESRICHERDETAILFOREXPLORINGVIEWPOINTS,ANDALLOWSTHERESEARCHERSTOGAINABETTERINITIALUNDERSTANDINGOFTHEPROBLEM,ASWELLASIDENTIFYPHENOMENAATTITUDEINFLUENCESINADDITION,QUALITATIVERESE
42、ARCHISWELLSUITEDTOTHECHARACTERISTICSANDTHENATUREOFSERVICESGILMOREANDCARSON,1996DATAWASCOLLECTEDBYMEANSOFSEMISTRUCTUREDINDEPTHINTERVIEWSWITH27UNIVERSITIESSTUDENTSMOSTLYFROMTHEINSTITUTIONWHERETHEAUTHORSTEACHTHEQUESTIONNAIREWASBASEDONTHELITERATUREREVIEW,ANDITWASPRETESTEDFORREADABILITYANDCONTENTRELEVANC
43、YINRELATIONTOSTUDYOBJECTIVESTHEINTERVIEWSTOOKPLACEINFEBRUARYMARCH2009INGREECE,ANDEACHSESSIONLASTEDAPPROXIMATELY3045MINTHESTUDYSSAMPLEWASPURPOSEFUL,WHICHISCONSIDEREDTOBETHEBESTPOSSIBLESAMPLINGTOUSEASITPROVIDESRICHANDINDEPTHINFORMATIONPATTON,1987THESAMPLEWASSELECTEDBASEDONTHEFOLLOWINGCONDITIONSALLTHES
44、TUDENTSWEREINTHEAPPLICATIONPROCESSORHADAPPLIEDFORPOSTGRADUATESTUDIESINUKBSCHOOLSALLEXPRESSEDTHEIROPINIONSABOUTTHEISSUESUNDERINVESTIGATIONDURINGTHEDISCUSSIONSAPROFESSIONALTAPERECORDERWASUSEDTORECORDTHEDISCUSSION,WITHTHEAUTHORIZATIONOFTHESTUDENTTHEINTERVIEWSWERERECORDEDTOINCREASETHEACCURACYOFDATACOLLE
45、CTION,ASITPERMITSTHEINTERVIEWERTOBEMOREATTENTIVETOTHEINTERVIEWEEPATTON,1987ITALSOALLOWEDTHEAUTHORSTOTRANSCRIBEEACHINTERVIEWCOMPLETELY,SOASTOFACILITATETHEPROCESSOFCONTENTANALYSISTHERESEARCHERSALSOTOOKHANDWRITTENNOTESDURINGTHESESSIONSAFTERALLTHEINTERVIEWSWERECOMPLETED,THEDISCUSSIONSWERETRANSCRIBEDTHEO
46、PENENDEDCOMMENTSWERECONTENTANALYZEDANDFORCEDCHOICEANSWERSSTRAIGHTFORWARDLYTABULATEDFINDINGSANDDISCUSSIONDEMOGRAPHICPROFILEOFTHESTUDENTSTHESAMPLEGROUPWEREAGEDBETWEEN2225YEARSOLDTHEMAJORITYOFTHESTUDENTS,15555PERCENTWEREWOMEN,AND12WEREMALERESPONDENTS445PERCENTTHEVASTMAJORITYOFSTUDENTSWERESENIORSTUDENTS
47、MAJORINGINBUSINESS,ANDONLY274PERCENTWEREBACHELORSDEGREEHOLDERSINENGINEERING16593PERCENTHADAPPLIEDFORPOSTGRADUATESTUDIESINBSCHOOLSINTHEUNITEDKINGDOM,AND11407PERCENTWEREINTHEPROCESSOFAPPLYINGBSCHOOLSBRANDFIRST,THESAMPLEDSTUDENTSWEREASKEDTOSTATEWHATTHEYCONSIDERTOBEABSCHOOLBRANDTHEINTERVIEWDATADEMONSTRA
48、TESTHATALLTHESAMPLEDSTUDENTSSEEMTOASSOCIATETHEBSCHOOLSBRANDWITHTHESCHOOLSNAME,VERIFYINGTHEIDEATHATINSERVICESTHEBRANDISTHECOMPANYNAMEBERRYETAL,1988THEFOLLOWINGEXTRACTSDEMONSTRATEDTHISVIEWABSCHOOLSBRANDISTHENAMEFOREXAMPLETHEXXXBUSINESSSCHOOLORTHEZZZ,AREPOWERFULANDVERYRESPECTEDNAMESINTERTIARYEDUCATIONA
49、NDINTHEBUSINESSWORLDSTUDENT2IBELIEVEITISTHENAMESINCEITGIVESSTATUSTOTHEDEGREESANDASACONSEQUENCEBETTEROPPORTUNITIESFORJOBEMPLOYMENTANDFORFURTHERSTUDIESPHDSTUDENT18ADIFFERENTKINDOFRESPONSEWASGIVENBYANOTHERSTUDENTMAINLYEXPRESSINGACONCERNFORTHEFUTUREINMYVIEWYOUPAYEXPENSIVEFEESFORTHENAME,WHICHISTHEBRANDINOURCASEHOWEVER,IAMNOTSUREIFADEGREEFROMTHESEBSCHOOLSCANOFFERBETTERVALUEIE,HIGHERSALARYDURINGTHEECONOMICCRISISTHATWEAREEXPERIENCINGSTUDENT27THESERESPONSESSHOWTHEPOWEROFTHENAMEASAFUNDAMENTALBRANDCOMPONENTTHISISUNDERSTAN
