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

Fingerprint

university
behavior theory
student
consumption behavior
overseas
ranking
discourse
evaluation
school
evidence
Brand identity
Qualitative study
Enrollment
International students
Regulatory focus
Education
Evaluation
Consumer behaviour
Discourse
Ranking

Cite this

Roy, R., & Naidoo, V. (2016). Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities. In T. Wu, & V. Naidoo (Eds.), International Marketing of Higher Education (pp. 83-98). United Kingdom: Palgrave Macmillan. https://doi.org/10.1057/978-1-137-54291-5_4
Roy, Rajat ; Naidoo, Vik. / Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities. International Marketing of Higher Education. editor / Terry Wu ; Vik Naidoo. United Kingdom : Palgrave Macmillan, 2016. pp. 83-98
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Roy, R & Naidoo, V 2016, Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities. in T Wu & V Naidoo (eds), International Marketing of Higher Education. Palgrave Macmillan, United Kingdom, pp. 83-98. https://doi.org/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. / Roy, Rajat; Naidoo, Vik.

International Marketing of Higher Education. ed. / Terry Wu; Vik Naidoo. United Kingdom : Palgrave Macmillan, 2016. p. 83-98.

Research output: Chapter in Book/Report/Conference proceedingChapterResearchpeer-review

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Roy R, Naidoo V. Research or applied universities? An exploratory qualitative study of prospective student’s selection of universities with different brand identities. In Wu T, Naidoo V, editors, International Marketing of Higher Education. United Kingdom: Palgrave Macmillan. 2016. p. 83-98 https://doi.org/10.1057/978-1-137-54291-5_4