Role of brand related factors in influencing students’ choice in Higher Education (HE) market

Author's Department

Management Department

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https://doi.org/10.1504/IJMIE.2011.039488

Document Type

Research Article

Publication Title

International Journal of Management in Education

Publication Date

1-1-2011

doi

10.1504/IJMIE.2011.039488

Abstract

The objective of this empirical paper is to highlight the role of brand related factors in influencing students’ choice in the Higher Education (HE) market. The paper starts by presenting a brief literature review followed by a discussion of the results of two phases of empirical work in the form of qualitative and quantitative research. The empirical setting for this research is Egypt which has recently liberalised HE resulting in a competitive market. The results of the empirical work offer reasonable insights into the role of brand related factors in influencing students’ choice in the HE Market. This paper presents the managerial implication to be used by Higher Education Institutions (HEIs) to enhance their strategic management decisions. © 2011 Inderscience Enterprises Ltd.

First Page

258

Last Page

270

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