Title: Role of brand related factors in influencing students' choice in Higher Education (HE) market

Authors: Maha Mourad

Addresses: The Management Department, Business School, The American University in Cairo, New Cairo Campus, P.O. Box 74, New Cairo 11835, Egypt

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.

Keywords: brand management; decision making; Egypt; perceived risk; student choice; educational liberalisation; competitive markets; branding; brand related factors; managerial implications; strategic management; higher education; universities; competitive edge; competitiveness.

DOI: 10.1504/IJMIE.2011.039488

International Journal of Management in Education, 2011 Vol.5 No.2/3, pp.258 - 270

Published online: 12 Feb 2015 *

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