Role of brand related factors in influencing students' choice in Higher Education (HE) market
by Maha Mourad
International Journal of Management in Education (IJMIE), Vol. 5, No. 2/3, 2011

Abstract: The objective of this empirical paper is to highlight the role of brand related factors in influencing students' choice in the Higher Education (HE) market. The paper starts by presenting a brief literature review followed by a discussion of the results of two phases of empirical work in the form of qualitative and quantitative research. The empirical setting for this research is Egypt which has recently liberalised HE resulting in a competitive market. The results of the empirical work offer reasonable insights into the role of brand related factors in influencing students' choice in the HE Market. This paper presents the managerial implication to be used by Higher Education Institutions (HEIs) to enhance their strategic management decisions.

Online publication date: Thu, 12-Feb-2015

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