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 language | English |
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Number of pages | 1 |
Journal | ANZMAC 2015 : Innovation and growth strategies in marketing : conference proceedings |
Publication status | Published - 2015 |
Event | Australian and New Zealand Marketing Academy Conference (2015) - Sydney Duration: 30 Nov 2015 → 2 Dec 2015 |
Keywords
- university brand health
- brand performance
- brand image
- international student choice