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Antecedents to student-based brand equity : student brand loyalty and perceived quality in higher education

Mitsis, Ann (2007) Antecedents to student-based brand equity : student brand loyalty and perceived quality in higher education. PhD thesis, Victoria University.

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Abstract

It is clear that postgraduate business students are becoming increasingly analytical in their course and university selection. MBA and other Master of Business students are more aware of the risks involved in choosing the right course and university to study at. For Australia the higher education industry has been one of the fastest growing service exports and Australia's third largest behind tourism and transportation and is worth $4 billion. With the increasing global competition of university degrees the ability of countries like Australia to continue to capture these benefits over tiie longer term is unclear. The aims of this thesis was first to enable manager's within non elite branded universities to better understand what steps are needed to enhance student based brand equity and secondly, to contribute to the understanding of how consumer based brand equity is created and maintained within a unique service environment of a university.

Item Type: Thesis (PhD thesis)
Uncontrolled Keywords: overseas students, higher education, Australia, universities, degrees, marketing, branding, perceptions
Subjects: Faculty/School/Research Centre/Department > Centre for International Corporate Governance Research
FOR Classification > 1301 Education Systems
FOR Classification > 1505 Marketing
FOR Classification > 1503 Business and Management
Depositing User: VU Library
Date Deposited: 03 Aug 2010 23:50
Last Modified: 23 May 2013 16:44
URI: http://vuir.vu.edu.au/id/eprint/15748
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