希腊商学院的考研学生对英国大学的品牌和品牌声誉的看法外文翻译.docVIP

外文翻译 Perceptions of potential postgraduate Greek business students towards UK universities brand and brand Reputation Material Source: Journal of Brand Management （2011）Vol. 18, 4/5, 264–273 Author: Constantinos-Vasilios PriporasIrene Kamenidou ABSTRACT The purpose of this study is to explore the importance of UK business schools’ brand reputation as a criterion of choice for postgraduate studies by Greek university students. The research was exploratory in nature and data was collected by carrying out semi-structured in-depth interviews with 27 students. Respondents identified the name as a major brand component, although the ‘ International recognition of the B-school ’ , ‘ University ’ s brand name ’ , ‘ Survey rankings ’ , ‘ Accreditation ’and ‘ High graduation job and career prospects ’ were the most important elements of the B-schools ’ brand reputation. It seems that home university professors might also play role in the formation of the recommended foreign B-schools’ brand reputation. This study offers empirical findings from university branding, where studies are limited, and partially confirms the findings and conclusions of earlier studies in the field. Keywords: university branding; brand reputation; B-schools; students’ perceptions; higher education marketing ; services marketing INTRODUCTION Brands are traditionally associated with consumer goods, as historically branding as a concept can be traced back to the late nineteenth century with the development of branded consumer products such as Quaker Oats and Gillette ( Low and Fullerton, 1994 ). In modern times, the topic of branding in marketing literature appeared for the first time 60 years ago, when Banks in 1950 wrote the first paper on branding ( Banks, 1950 ), and it has become the core foci of modern marketing ( Keller, 1998 ). In addition, authors such as Aaker, de Chernatony, Kapferer and Keller contributed significantly to the evolution of branding theory. In particular, de Chernatony and h