The Perceived brand image of brands in english higher education

Abas Mirzaei, David Gray, Helen Siuki, Lester W. Johnson

Research output: Contribution to journalMeeting abstract

Abstract

This study applies a new objective long-term based performance measure called “University Brand Health Index” (UBHI) to measure the brand health of universities in the United Kingdom over the period 2003-2013 in their pursuit of the market for international students. It compares the UBHI performance of the top UK universities with those of the bottom performers and then uses Leximancer, a text analytics application, to compare the top and bottom performing groups in terms of students’ perceptions and university brand image. The findings show that healthy brands have been more successful in positioning themselves in students’ brains. University-related concepts including some positive emotions were the most dominant theme among healthy brands, however for unhealthy brands, instead of university, it was the Country-related experience that was the most dominant theme.
Original languageEnglish
Number of pages1
JournalANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings
Publication statusPublished - 2015
EventAustralian and New Zealand Marketing Academy Conference (2015) - Sydney
Duration: 30 Nov 20152 Dec 2015

Keywords

  • university brand health
  • brand performance
  • brand image
  • international student choice

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