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: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

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 languageEnglish
Title of host publicationInternational Marketing of Higher Education
EditorsTerry Wu, Vik Naidoo
Place of PublicationUnited Kingdom
PublisherPalgrave Macmillan
Pages83-98
Number of pages16
ISBN (Electronic)978-1-137-54291-5
ISBN (Print)978-1-137-54290-8
DOIs
Publication statusPublished - 1 Jan 2016
Externally publishedYes

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