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dc.contributor.authorChung, Kim-Choyen_NZ
dc.contributor.authorFam, Kim-Shyanen_NZ
dc.contributor.authorHoldsworth, David Ken_NZ
dc.identifier.citationChung, K.-C., Fam, K.-S., & Holdsworth, D. K. (2007). Understanding ethnic Chinese student’s tertiary education decision-making. International Journal of Business and Management, 2(3), 16–22.en
dc.descriptionFull text available from the Social Science Research Network; follow the link provided.en_NZ
dc.description.abstractAlthough branding has become the latest focus in tertiary education to attract international students, little has been written about the influence of brand message on student's choice of education destination in relation to other influence factors. Results from extensive questionnaire research (mall intercept) supported the hypotheses that cultural value, promotional media used, and a brand positioning statement with assurance content has a positive impact on choice of tertiary education amongst ethnic Chinese students. This paper recommends further research into the influence of emotion in the choice of study destination.en_NZ
dc.relation.ispartofInternational Journal of Business and Managementen_NZ
dc.subjectChinese cultural valuesen_NZ
dc.subjectbrand positioning statementsen_NZ
dc.subjectadvertising mediaen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleUnderstanding ethnic Chinese student’s tertiary education decision-makingen_NZ
dc.typeJournal Articleen_NZ
otago.openaccessAbstract Only
dc.description.refereedPeer Revieweden_NZ
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