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Branding universities in Asian markets

The journal of product & brand management, 2003-04, Vol.12 (2), p.108-120 [Peer Reviewed Journal]

MCB UP Limited ;Copyright MCB UP Limited (MCB) 2003 ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/10610420310469797

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Title:
Branding universities in Asian markets
Author: Gray, Brendan J ; Shyan Fam, Kim ; Llanes, Violeta A
Subjects: Adaptation ; Advertising ; Advertising media ; Alliances ; Asia ; Asian students ; Brand differentiation ; Branding ; College campuses ; Colleges & universities ; Communication ; Cultural values ; Education ; Focus groups ; Foreign students ; Globalization ; International markets ; Literature reviews ; Market entry ; Market positioning ; Market strategy ; Marketing ; Marketing strategy ; Questionnaires ; Statistical analysis ; Studies ; Target markets ; Teaching
Is Part Of: The journal of product & brand management, 2003-04, Vol.12 (2), p.108-120
Description: Although universities are increasingly competing for international students, little has been written about the influence of cross-cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas university education, and the media they use to gain information about universities. The results suggest that a common media mix can be utilized in Malaysia, Singapore and Hong Kong, and that a standardized or adapted branding strategy could be adopted, depending on how many of these markets universities wish to target. The results have important implications for the positioning of international university brands in Asian markets.
Publisher: Santa Barbara: MCB UP Ltd
Language: English
Identifier: ISSN: 1061-0421
EISSN: 2054-1643
DOI: 10.1108/10610420310469797
Source: AUTh Library subscriptions: ProQuest Central
Alma/SFX Local Collection

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Branding universities in Asian markets

MCB UP Limited ;Copyright MCB UP Limited (MCB) 2003 ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/10610420310469797

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