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dc.contributor.authorChung, Kim-Choyen_NZ
dc.contributor.authorFam, Kim-Shyanen_NZ
dc.contributor.authorHoldsworth, David Ken_NZ
dc.contributor.authorChai, Joe C Yen_NZ
dc.date.available2011-04-07T03:02:02Z
dc.date.copyright2008-03-20en_NZ
dc.identifier.citationChung, K.-C., Fam, K.-S., Holdsworth, D. K., & Chai, J. C. Y. (2008). Effective brand positioning of universities amongst Chinese societies in Singapore and Malaysia. In International Journal of Business and Management (Vol. 2). Presented at the 2008 Global Marketing Conference at Shanghai.en
dc.identifier.urihttp://hdl.handle.net/10523/729
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 Asian markets. In a review of the literature, hypotheses are developed and summarised in a hypothetical model which was validated by questionnaire survey. The result of this study suggests that effective brand positioning of university is contingent on the type of message projected, the promotional media used, and the cultural values of potential student. The results have important implications for marketers of export education. This paper recommends further research into the influence of emotion in student’s choice of study destination.en_NZ
dc.format.mimetypeapplication/pdf
dc.relation.ispartofInternational Journal of Business and Managementen_NZ
dc.subject.lcshHF Commerceen_NZ
dc.subject.lcshHF5601 Accountingen_NZ
dc.titleEffective brand positioning of universities amongst Chinese societies in Singapore and Malaysiaen_NZ
dc.typeConference or Workshop Item (Paper)en_NZ
dc.description.versionPublisheden_NZ
otago.date.accession2008-02-19en_NZ
otago.relation.issue3en_NZ
otago.relation.volume2en_NZ
otago.openaccessOpen
dc.identifier.eprints774en_NZ
dc.description.refereedPeer Revieweden_NZ
otago.school.eprintsMarketingen_NZ
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otago.event.dates20-23 March 2008en_NZ
otago.event.placeShanghai, Chinaen_NZ
otago.event.typeconferenceen_NZ
otago.event.title2008 Global Marketing Conference at Shanghaien_NZ
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