Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities

Rajat Roy; Vik Naidoo

doi:10.1057/978-1-137-54291-5_4

Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities

Rajat Roy
, Vik Naidoo

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

1 Citation (Scopus)

Abstract

This chapter challenges the assumption that better ranked universities will always attract more international students. The evidence presented in this study is a strong departure from current educational discourse that focuses on how universities use academic rankings to promote their schools and programmes to prospective students, particularly those from overseas. Grounded in consumer behaviour theory, this chapter shows that students’ regulatory focus will have a great deal to play in terms of their evaluation and ultimately selection (i.e., enrolment) of research versus applied universities.

Original language	English
Title of host publication	International Marketing of Higher Education
Editors	Terry Wu, Vik Naidoo
Place of Publication	United States
Publisher	Palgrave Macmillan
Chapter	4
Pages	83-98
Number of pages	16
Volume	1
ISBN (Electronic)	9781137542915
ISBN (Print)	9781137542908
DOIs	https://doi.org/10.1057/978-1-137-54291-5_4
Publication status	Published - 1 Jan 2016
Externally published	Yes

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

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10.1057/978-1-137-54291-5_4

Cite this

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Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities. / Roy, Rajat; Naidoo, Vik.
International Marketing of Higher Education. ed. / Terry Wu; Vik Naidoo. Vol. 1 United States: Palgrave Macmillan, 2016. p. 83-98.

Research output: A Conference proceeding or a Chapter in Book › Chapter › peer-review

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AU - Naidoo, Vik

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Y1 - 2016/1/1

N2 - This chapter challenges the assumption that better ranked universities will always attract more international students. The evidence presented in this study is a strong departure from current educational discourse that focuses on how universities use academic rankings to promote their schools and programmes to prospective students, particularly those from overseas. Grounded in consumer behaviour theory, this chapter shows that students’ regulatory focus will have a great deal to play in terms of their evaluation and ultimately selection (i.e., enrolment) of research versus applied universities.

AB - This chapter challenges the assumption that better ranked universities will always attract more international students. The evidence presented in this study is a strong departure from current educational discourse that focuses on how universities use academic rankings to promote their schools and programmes to prospective students, particularly those from overseas. Grounded in consumer behaviour theory, this chapter shows that students’ regulatory focus will have a great deal to play in terms of their evaluation and ultimately selection (i.e., enrolment) of research versus applied universities.

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Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities

Abstract

UN SDGs

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