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Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students

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Ahmad U., Kashif M., Eaton J., Qadeer R.

Market - Tržište

2014

vol. 26

issue 1

The research studies that investigate business school brands from an Asian consumer perspective are scarce. Current study aims at discovering the branding attributes of UK Business Schools that influence Pakistani business students to apply for admission in higher degrees. Following a naturalistic tradition, data has been collected through semi-structured interviews from a sample of 25 students who were planning to study in United Kingdom. The respondents were identified through personal sources and were later selected using the purposive sampling technique. Thematic analysis was performed to generate themes from the collected data. The data analysis generated four dominant themes that influence the choice of a business school in United Kingdom. These are “financial assistance”, “employability”, “brand reputation” and “rankings”. The study is a pioneer work in the field of university branding from a developing country perspective of Pakistan. The research will be useful to British higher education marketers in devising student-centered branding initiatives. It will also benefit the Pakistani academia, as the country can develop business school brands as well by imparting these attributes to better compete with business schools in UK.

Malobrojna su istraživanja koja proučavaju marke poslovnih škola iz perspektive azijskih korisnika usluge. Ovim istraživanjem nastoji se otkriti obilježja maraka britanskih poslovnih škola koja utječu na pakistanske studente poslovne ekonomije pri prijavi za više stupnjeve obrazovanja. U skladu s naturalističkom tradicijom, podaci su prikupljeni kroz polustrukturirane intervjue na uzorku od 25 studenata koji su planirali studirati u Ujedinjenom Kraljevstvu (UK). Ispitanici su identificirani kroz osobne kontakte i kasnije odabrani u namjerni uzorak. Provedena je tematska analiza radi generiranja tema iz podataka. Analizom podataka došlo se do četiri dominantne teme koje utječu na izbor poslovne škole u Ujedinjenom Kraljevstvu. To su Financijska pomoć, Zapošljivost, Reputacija marke i Rang. Ovo je jedno od prvih istraživanja u kontekstu upravljanja markom sveučilišta iz perspektive Pakistana kao zemlje u razvoju. Marketinškim stručnjacima u visokom obrazovanju u Velikoj Britaniji ono može biti korisno za osmišljavanje inicijativa upravljanja markom u kojima su studenti u središtu aktivnosti. Isto tako, može koristiti pakistanskoj akademskoj zajednici za razvijanje maraka poslovnih škola prenošenjem tih obilježja radi boljeg natjecanja s poslovnim školama u Ujedinjenom Kraljevstvu.

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1 Market - Tržište

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1 Qadeer R.

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Anatomy of British Business School Brands: Attributes Affecting Choice Among Pakistani Postgraduate Students